Monster Search Takes Global Turn

Online jobs leader is looking for a shop to give it an ‘icon’ image

Seeking a new global image, job-search service Monster last week issued a brief to a group of agencies for its advertising account. Responses are due back today, according to a copy of the document obtained by Adweek, and 8-12 large, mostly East coast shops have been contacted, sources said.

According to the brief for its creative and media planning account, “Monster is looking for an agency that has proven success in consumer and B2B marketing.” The client touts its “marketing budget of $100 million+ for North America” and says it will consider “agencies that are among the top 75 in the world.”

The document does not specify how much of that budget will be used for advertising. Monster spent $30 million on ads last year, down 33 percent from 2001, according to TNS Media Intelligence/CMR.

Acknowledging that it also competes against the help-wanted sections of newspapers, magazines and Web sites, Monster said that “we require an agency that can develop and execute local marketing campaigns.” Shops must be able to develop ads that target both employers and job seekers.

Monster ranks No. 1 among employment sites; it tallied 11 million unique users in April, compared with 3.6 million for Yahoo!/HotJobs and 3.3 million for CareerBuilder, according to Nielsen/NetRatings. The Maynard, Mass.-based client hopes to leverage that leadership position to achieve “icon” status in the marketplace and fuse its image with that of parent Monster Worldwide, sources said. (The parent, formerly TMP, changed its name last month.)

Overall sales fell 14 percent to $1.1 billion in 2002, and the parent company lost $535 million last year.

Monster parted with Havas’ Arnold in Boston in April after working with the agency for nearly three years.

Shops receiving the brief were undisclosed. Client execs did not return calls.

—with Kathleen Sampey