Deutsch Readies Super Bowl Return for Monster

NEW YORK Interpublic Group’s Deutsch will kick off its first major campaign for online job service Monster during the Super Bowl, the client said on Tuesday.

This will mark Monster’s sixth consecutive Super Bowl appearance.

During coverage of Super Bowl XXXVIII, to air Feb. 1 on CBS, the client plans to run three 30-second spots: one during the pre-game show and two in the game. Ads from Monster’s previous agency, Havas’ Arnold, were tagged “Never settle.” Creative details of the upcoming Deutsch spots were not disclosed.

The Maynard, Mass.-based client first advertised during the Super Bowl in 1999 with the “When I grow up” campaign from IPG’s Mullen in Wenham, Mass. Shot in black and white, the effort featured children saying negative things about their career aspirations such as, “When I grow up, I want to be a brown-noser.”

“Advertising during the Super Bowl is a perfect platform for us to reach a broad audience, with an anticipated viewership of nearly 140 million people, comprised of all types of job seekers and employers,” said Monster founder Jeff Taylor in a statement. “We are excited to launch Monster’s work through this pervasive branding vehicle, as there’s no better venue to kick off a big advertising year for Monster.”

For several days after last year’s game on Jan. 26, the site showed a more than 140 percent jump in resume postings and the same percentage in page views, according to Monster.

Deutsch in New York won the account in July following a review that included finalists Publicis Groupe’s Saatchi & Saatchi and Omnicom’s DDB. Monster split with the incumbent, Boston-based Arnold, in April. Monster claims a global marketing budget of $115 million. The client spent $30 million on U.S. ads last year, according to TNS Media Intelligence/CMR.