NEW YORK Deutsch's first work for Monster.com introduces the tagline, "Today's the day," with a commercial that features images of people getting ready for work.
In the 30-second spot, which breaks Dec. 26, a woman takes a shower, for example, and a man straightens his tie in front of a mirror. A voiceover asks a variety of questions beginning with, "Will today be the day?" The tagline is shown along with Trump, the animated Monster.com mascot. A second spot will break during the Super Bowl on CBS on Feb. 1.
"Today's the day" replaces "Never settle," created by previous agency, Havas' Arnold in Boston. Deutsch won the account in July following a review. While Monster Worldwide, which owns Monster.com, spent $30 million last year on U.S. ads, according to TNS Media Intelligence/CMR, the Maynard, Mass., company claims a $125 million global marketing budget.
An online campaign, from Deutsch's iDeutsch in New York, will reinforce the offline message by encouraging Web surfers to visit the online employment site to take control of their future. A series of ad formats, also launching the day after Christmas, will run on Lycos, Weather.com and iVillage, among other sites.
Some ads, as well as keyword buys on search engines, will target people according to geography and industry. One ad directs the job seeker to a results page based on the industry and ZIP code they designate within the unit.
Much of the $50 million Monster previously spent annually to be the exclusive job-listings provider on Time Warner's AOL and Microsoft's MSN has been redirected to online marketing and broadcast initiatives, though a client representative declined to specify what percentage of that would go to the Internet. The company's relationships with AOL and MSN ended in August.
Monster is now the career content provider for Lycos.com, Wired.com and several other sites within Terra Lycos. The new strategic alliance was revealed today, though financial terms were not disclosed.