Wieden in Monster.com Semis

Ex-Mullen Pair May Boost Agency’s Bid
BOSTON–Wieden + Kennedy has emerged as a semifinalist in the review for Monster.com’s $75-90 million U.S. ad account.
The Portland, Ore., shop will present to client executives along with BBDO, Bozell, DDB and Ogilvy
& Mather, all in New York, and Arnold Communications, Boston. Mullen, Wenham, Mass., which has handled the job site for two years, is defending.
Mullen’s first Monster.com ads included the lauded “When I grow up” Super Bowl spot. Copywriter Dylan Lee and art director Monica Taylor, who crafted it, are now with Wieden. They could not be reached.
Boston consulting firm Pile and Co. is guiding the search. A cut to three or four is expected this month, and a decision could come by month’s end, said Peter Blacklow, client vp of marketing.
Officials with the Maynard, Mass.-based client have said they put the account in play mainly because of the company’s quick growth. A more salient factor, sources said, was the cool reception to Mullen’s most recent work, tagged, “Work. Life. Possibilities.” Sources said those ads were viewed by the client as a misstep.
–with Andrew McMains and Kathleen Sampey