NEW YORK (AdAge.com) -- Online job site Monster.com has awarded the U.S. portion of its $115 million global creative advertising account to
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The value of that portion of the business is not known. Monster saw presentations earlier this week and informed agencies today of its decision. Deutsch won the account following a review that included two New York agencies, Omnicom Group's DDB Worldwide and Publicis Groupe's Saatchi & Saatchi.
Media duties
Maynard, Mass.-based Monster.com split with its former agency, Havas' Arnold Worldwide, in April due to "marketplace changes." Deutsch also picked up media-planning responsibilities. As for media buying, Monster's current media-buying agency, Havas' Media Planning Group, has made media buys for the company through year's end. A media-buying review will occur between now and the end of the year, a Monster spokesman said.
Monster.com is a unit of Monster Worldwide, formerly known as TMP Worldwide. At the height of the dot-com boom, Monster was known for highly evocative and aspirational ads that appealed to white-collar professionals and the young upwardly mobile. Monster now is looking to accelerate its global reach by tapping into non-professional and hourly wage earners.
Other job sectors
Carole Johnson, senior vice president of marketing at Monster.com, in an earlier interview with AdAge.com, said the online service needs to develop market share in the skilled and hourly health care and the government sectors. Asked whether Monster's irreverent brand personality is likely to change, Ms. Johnson said, "It is certainly our greatest asset as a company; there is such a strong affinity for it."
Monster announced yesterday a major diversity recruitment program in partnership with Ford Motor Co. and Federated Department Stores. Monster is launching the "Diversity and Inclusion" program, which connects job seekers to companies looking to diversify their work force.
Monster spent $29.5 million in measured media in the U.S. in 2002, according to TNS Media Intelligence/CMR.
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Tobi Elkin and Lisa Sanders contributed to this report.
