Monster Taps KBS as New Global Agency

Shop Will Focus on Getting Word Out That Site Offers More Than Job Listings

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Ed Brojerdi
Ed Brojerdi Credit: KBS

MDC Partners' KBS has been named the new global lead agency for Monster Worldwide after a review.

The company operates the job site, which competes with a number of rivals including CareerBuilder and Craigslist. The account had previously been at Omnicom's BBDO, which worked on the brand since 2007, but agency and client parted ways last year. Pile & Co. oversaw the review.

Part of the goal for KBS is to appeal to both job seeker and employer audiences. The shop will promote the site as a valuable tool for employers, but will also work to make job seekers aware that Monster is not limited to listings -- it has other career development resources such as career advice, resume-writing guidance and interview tips. KBS's first work for Monster is expected to roll out late in the first quarter or early in the second quarter.

"It's time for them to really let the world know about all these capabilities they offer," said Ed Brojerdi, CEO of KBS New York. "They have a much bigger story to tell and now they have that opportunity to tell a story that isn't out there. They've built the tools and now it's more about raising awareness of the platform, so we want to talk about their mission and purpose."

"KBS's experience delivering real business results and successfully navigating complex brand environments makes them an ideal fit for Monster as we strengthen and expand our platform for best connecting jobs and people," said Mark Stoever, president and chief operating officer at Monster, in a statement. "Together we are leveraging our twenty years of insight, expertise and brand recognition to redefine the industry we created."

Monster in 2014 spent about $15.5 million on U.S. measured media, according to Kantar Media, down from about $20 million in 2013. It wasn't immediately clear whether the company would increase its spend, but Mr. Brojerdi said that all media channels are under consideration. "Nothing has been cemented, but nothing is off the table. It's about being smart about it and having smart ROI."

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