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‘Road Less Traveled’ Theme Gets Further Play; Review Overseas
BOSTON–Monster.com in May will launch a $40 million campaign, building on the “Road Less Traveled” theme introduced during the Super Bowl.
Mullen will produce three to five more TV spots this year for the U.S. market, along with outdoor and print ads that focus on how consumers can use the Web site to find their path in life, said Anne Hollows, Monster.com’s senior vice president of global brand strategy.
The use of the Robert Frost poem in the Super Bowl ad sought to underscore that “everybody is different and has their own potential to fulfill,” Hollows said.
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