BBDO Takes Monster.com

NEW YORK Online job search service Monster.com has chosen Omnicom Group’s BBDO to handle its global creative chores, the agency said today.

Monster spent about $155 million in domestic measured media in each of the past two years, per TNS Media Intelligence. Sources, however, said that spending in overseas markets would likely take that figure well past $200 million.

Though some sub-brands, like Tickle.com, are touted, most of the annual ad outlay supports the core Monster brand. Global ad spending was not immediately available.

BBDO in New York and Atmosphere BBDO, the shop’s North American digital arm, will lead the creative effort.

IPG’s Deutsch and WPP’s Mediaedge:cia retain domestic and international media duties, respectively, which were not included in the recently completed review. Other contenders were not disclosed.

“Selecting BBDO as our new agency partner is another important step as we continue with our plans to restructure, rebuild and expand the Monster brand,” said Sal Iannuzzi, client CEO and president, in a statement. “Monster is the world’s leading online career recruitment provider. So it’s only natural that we would select BBDO, a world leader in building global brands, to give us the scale and stature we need to build enduring brand trust and take our business to the next level.”

BBDO will be responsible for uncovering insights and developing creative communications across a full range of channels. The agency’s first efforts are expected to debut in early 2008 to coincide with the traditionally active job search season.

Independent Boston shop Brand Content has been lead creative agency on the business for the past two years. Via in Portland, Maine, has also done some recent work for the client.

The move comes three months after the Maynard, Mass., company hired Joan Blackwood as chief marketing officer. She had been with technology firm CA, formerly Computer Associates, in Islandia, N.Y., as svp, worldwide marketing. She has also served at Bank of America. Her arrival, as well as recent sluggish growth by the client, prompted the review, per sources.

Monster could face a broad image crisis in the wake of the disclosure that users’ personal data was stolen as part of a broader online fraud scheme.