Wieden Bid May Be Bolstered by Former Mullen Team
BOSTON–Seeking another “cornerstone” account capable of generating world-class creative, Arnold Communications here has emerged as a semifinalist in the competition for Monster.com’s $75-90 million U.S. account.
The agency will present capabilities to client executives, as will BBDO, Bozell, DDB and Ogilvy
& Mather, all in New York, and Wieden + Kennedy, Portland, Ore. Incumbent Mullen, Wenham, Mass., which has handled advertising for the job site for the past two years, is defending.
As many as 20 shops, including Hill, Holliday, Connors, Cosmopulos in Boston, may have returned initial materials to Boston consulting firm Pile and Co., which is guiding the pitch.
A cut to three or four finalists is expected this month with a decision perhaps as soon as month’s end, said Peter Blacklow, vice president of marketing at Monster.com.
Arnold executives believe Monster.com “has the potential to be a cornerstone account, particularly for an agency looking to do great work,” said Fran Kelly, Arnold’s chief marketing officer. Kelly and chief creative officer Ron Lawner will take leadership roles in the pitch.
Officials with the Maynard, Mass., client have said the account was put in play mainly because of the company’s quick growth. A more salient factor, according to sources, was the cool reception for Mullen’s most recent work for the client tagged, “Work. Life. Possibilities.” Sources said those ads were viewed by client officials as a misstep in a marketplace charged with heightened competition from Hot-Jobs.com and Free-Agent.com.
Mullen’s first ads for Mon-ster.com included the lauded “When I grow up” spot featuring kids discussing their future career plans. Copywriter Dylan Lee and art director Monica Taylor, who crafted the execution at Mullen, are now with Wieden + Kennedy. The pair could not be reached.
–with Andrew McMains and Kathleen Sampey
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