Goes Into Play

BOSTON Career-search giant has begun a review of creative chores on its global ad account, sources said.

The move comes three months after the Maynard, Mass., company hired Joan Blackwood as chief marketing officer. She had been with technology firm CA, formerly Computer Associates, in Islandia, N.Y., as svp, worldwide marketing. She has also served at Bank of America.

Monster spent about $155 million in domestic measured media in each of the past two years, per TNS Media Intelligence. Though some sub-brands, like, are touted, most of the annual ad outlay supports the core Monster brand. Global ad spending was not immediately available.

Independent Boston shop Brand Content has been lead creative agency on the business for the past two years. A Brand Content representative referred queries to Monster, where officials did not immediately return calls.

The client also works with Portland, Maine-based independent Via and various other shops in markets overseas.

Brand Content broke a multimedia push for the client as the year began; that campaign was tagged, “Monster works for me,” and it showed people talking about why they do their jobs. Via last month launched interactive work for the client. That effort classified users as one of nine humorous profiles, including Job Jester, Corporate Cockroach and Bossling.

The client has frequently changed agencies, and in the past has used Interpublic Group’s Mullen in Wenham, Mass., and Deutsch in New York, as well as Havas’ Arnold in Boston, as its lead shop.

Deutsch handles domestic media chores, while WPP Group’s Mediaedge:cia works for the client overseas. Sources said media duties are not included in the review.

Monster could face an image crisis in the wake of the disclosure that users’ personal data was stolen as part of a broader online fraud scheme.