Monster Takes Mullen

The next Super Bowl will feature a creative showdown between two of the region’s largest agencies.
The Monster Board in Maynard, Mass., one of the top employment sites on the Web, has hired Mullen to create a 30-second spot for the big game just weeks after upstart rival retained Hill, Holliday, Connors, Cosmopulos for a like assignment [Adweek, Nov. 16].
Mullen was selected by The Monster Board–owned by recruitment firm TMP Worldwide in New York–after an informal review of shops, according to founder and chairman Jeff Taylor. “Mullen is really good at establishing and breaking out a brand instead of merely expressing attributes. . . . They are a good fit with our company,” he said.
Taylor declined to put an exact price tag on the assignment. The cost of the Super Bowl media buy alone puts the budget at well over $2 million. The Monster Board has booked three spots on Fox TV for game day, one during the pregame show and two in-game spots, Taylor said.
The network is reportedly selling 30-second slots on the Super Bowl, one of the most heavily watched television programs, for $1.6 million. Executives at The Monster Board and reason that it’s a small price to pay for an audience that numbers in the tens of millions. Fox-TV representatives could not be reached at press time.
The project represents a change for The Monster Board, which to date has focused most of its marketing initiatives online and on radio in 14 primary markets. Radio ads now on air featuring “The Monster Mash” were created more than a year ago by Harpell/
Martins, also in Maynard, Taylor said. Partners & Simons in Boston has also worked with the client, placing banner ads on portals, Taylor said.
In addition to the Super Bowl ad, Mullen may also create radio spots and work in conjunction with Bozell Public Relations in New York and Encompass Communications in Boston on events designed to promote what Taylor would only describe as “new initiatives” on a site being unveiled in January.
As for the Super Bowl showdown, Mullen chief operating officer Joe Grimaldi downplayed that angle. “This is obviously very exciting. We’re thrilled to be doing it,” he said.
Mullen creative director Edward Boches will lead The Monster Board campaign, working with copywriter Dylan Lee and art director Monica Taylor. The spot will be the agency’s and client’s first Super Bowl ad.
Boston-based Hill, Holliday has put creative directors Ernie Schenck and Jamie Mambro on the assignment.