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Monster Names Brand Content Lead Agency

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BOSTON Job search site Monster has selected 20-person independent agency Brand Content here as its lead creative resource, according to the client.

The shop, best known for its TV ads touting iRobot's Roomba robotic vacuum, has prepared a new campaign for the client that launches this week with a 30-second spot called "New Monster. New you."

Monster today confirmed a report of Brand Content's hire that first appeared yesterday on Adweek Online.

The client in Maynard, Mass., spent $40 million on U.S. ads in 2004, per Nielsen Monitor-Plus.

Monster two weeks ago confirmed moving creative chores on its account from Interpublic Group agency Deutsch in New York. The client at that time declined to say where creative would go. Deutsch retains media buying and planning duties for the client.

The new ads from Brand Content are set to Electric Light Orchestra's 1970s anthem "Do Ya." The effort, "Captures Monster's brand promise to our customers: to be a trusted ally who gives job seekers the help and expertise they need to create a better career and a better future," said Brad Baker, chief product and marketing officer at Monster, in a statement. "The new Monster voice celebrates the individual, their talents and aspirations ... for employers, this means a more qualified candidate to meet their needs."

Doug Gladstone, founder and chief creative at Brand Content, said the ads are intended to show that, "Monster understands your needs in a personal way, appreciates your challenges and offers relevant tools, assets and insight that help guide you throughout all phases of your career development and expansion."

More TV spots, as well as radio and print, will roll out during the summer.

The effort touts Monster's redesigned Web site (which boasts a streamlined resume builder, a refined job search function and more customization tools) and its new Monster Customer Central service that provides 24-hour live online and phone assistance.

Brand Content was launched in 2001 by former Hill, Holliday, Connors, Cosmopoulos group creative director Gladstone. The shop has also handled projects for American Express and Bristol-Myers Squibb.

Brand Content joined Monster's agency roster last year, working on internal communications projects, and was given a chance in December to develop executions to leverage a broader brand direction focusing on "careers" rather than simply getting a job, the client said.

Deutsch was also given a chance to develop concepts, but Monster preferred the effort from Brand Content; the client did not extend the process to outside shops or talk to other agencies about handling the creative assignment.

Sources said chemistry issues arose between Deutsch and Monster in a recent dispute over fees. Neither agency nor client would address those issues.

Recent Deutsch ads for Monster have been tagged "Today's the day" and humorously depicted the excitement of finding a new job. That tag will remain in Brand Content's spots.

Monster awarded its account to New York-based Deutsch in July 2003 after a review that included finalists Saatchi & Saatchi, a Publicis Groupe shop, and DDB, a unit of Omnicom Group. That review was handled by Boston-based consultancy Pile and Co. Havas' Arnold in Boston was the incumbent. Before Arnold, Monster worked with IPG's Mullen in Wenham, Mass.

—with Kathleen Sampey