Monster, L.L. Bean open account reviews

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Mullen clients Monster, the online career site, and catalog retailer L.L. Bean Inc. have launched reviews that could cost Mullen one-third of its 1999 billings. Maynard, Mass.-based Monster said July 11 it hired Pile & Co., Boston, to run the review for its $75 million to $90 million U.S. account, which had been at Wenham, Mass.-based Mullen. Monster wants an agency that will continue its guerrilla marketing, an executive close to the company said. "It needs an agency that totally understands how to maintain a leadership position,'' the executive continued. "It's one thing to get there; it's another to stay there.'' Pile & Co. is also handling the review for Freeport, Maine-based L.L. Bean's estimated $15 million account. Mullen CEO Joe Grimaldi said in a statement the agency would participate in the Monster review, but he could not be reached for comment on L.L. Bean.

Copyright July 2000, Crain Communications Inc.

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