Agency Adds Direct Marketing Account

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NEW YORK ( -- Online job service has named DirectDeutsch as its direct marketing agency of record, responsible for all of the marketer's customer relationship management initiatives.

Billings on the account were not disclosed.

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DirectDeutsch is a unit of Interpublic Group of Cos.' Deutsch, which has had's general market and interactive accounts since July 2003.

Direct-marketing efforts including mail, e-mail and online advertising will focus on growing's roster of employer advertisers, the site's major source of revenue.

More efficient targeting
"They've been mailing millions of pieces of mail a month in prospecting," said Fred Rubin, a partner at director of iDeutsch and DirectDeutsch. "We think the way to be more efficient is to mail less." Mr. Rubin said the direct strategy will be centered on better targeting.

Monster, which is trying to keep its lead on competitor CareerBuilder, which is owned by three of the nation's largest newspaper companies -- Gannett Co., Knight-Ridder and Tribune Co. -- is looking to acquire more local-employer advertisers, while still focusing on retaining existing customers, said Brad Baker, senior vice president of product and marketing at Monster. Mr. Baker said the direct-marketing budget is increasing, but he wouldn't say by how much.

In 2003, spent $21.7 in measured media, according to TNS Media Intelligence/CMR.

DirectDeutsch won the direct business after a four-month review that was narrowed down to four agencies.

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