Monster.com taps Weber after three-way challenge

MAYNARD, MA: After a three-month search, leading Internet career site Monster.com has selected Weber as its agency of record. The firm beat out Cone, Edelman and the combined forces of Ogilvy PR and Alexander Ogilvy for the multimillion dollar account.

MAYNARD, MA: After a three-month search, leading Internet career site Monster.com has selected Weber as its agency of record. The firm beat out Cone, Edelman and the combined forces of Ogilvy PR and Alexander Ogilvy for the multimillion dollar account.

MAYNARD, MA: After a three-month search, leading Internet career

site Monster.com has selected Weber as its agency of record. The firm

beat out Cone, Edelman and the combined forces of Ogilvy PR and

Alexander Ogilvy for the multimillion dollar account.



’Weber was head and shoulders above the rest,’ said Monster.com SVP of

global brand strategy Anne Hollows. The company based its decision on

the agency’s track record over the past two years, general stature

within the industry and experience with hi-tech and dot-com clients.



’It was a pretty big deal for us and a huge effort,’ said Weber SVP

Jamie Pearson of the pitch process. ’We saw an opportunity to move the

brand higher up the scale.’



The program includes editorial and speaking opportunities for top

Monster.com execs, as well as a brand-building component that involves

promotions, public affairs and cause-related marketing.



’Our critical goal for the next two years is to establish ourselves as a

popular mainstream brand, as opposed to what people perceive as ’just

another dot-com brand,’’ Hollows said.



The account team consists of nearly a dozen Weber and WeberMcGinn

employees, led by Pearson in Cambridge, SVP Dave Furhman on the West

Coast and WeberMcGinn SVP Mary Jane Gallagher. WeberMcGinn’s

contribution will be examining how Monster.com can help frame workforce

public policy issues and set an agenda for future work and lifestyle

trends.



The site previously worked with BSMG, a relationship it inherited from

recruitment advertising agency TMP Worldwide, which bought Monster.com

in 1995.



’It became clear that we needed a company that didn’t have a history

with us and would have a fresh perspective,’ said Hollows. ’They (BSMG)

still saw us as a little kid.’



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