Monster selects Weber to help it speak in 'one voice'

NEW YORK: Monster Worldwide, parent company of popular job search Web site Monster.com, has selected Weber Shandwick as its global agency.

NEW YORK: Monster Worldwide, parent company of popular job search Web site Monster.com, has selected Weber Shandwick as its global agency.

WS has worked with Monster since 1999, but the company decided to consolidate its global PR spending with one main firm.

But David Rosa, SVP and global brand manager at Monster, doesn't see it as a consolidation so much as expanding WS' responsibilities.

Monster did work with agencies in a few other countries, including Canada and France, but those accounts will now be part of WS' focus. Prior to the review, WS focused on North America and a bit of work in the UK.

"As we've made several acquisitions, and increasing our spending in regions such as Europe, it's become more important to speak with one voice," explained Rosa.

And with Europe and Asia becoming increasingly important markets to Monster, having one consistent global voice was equally important.

But Monster wants to be known for more than just its ubiquitous job search site. The company also wants to be recognized for its expertise and thought leadership in all issues pertaining to workforce and labor market issues.

Rosa said he wants Monster to be seen as a trusted resource for employment and labor information and trends, for everyone from journalists to politicians.

He pointed to the Monster Index, a comprehensive monthly analysis of US online job demand. Monster recently launched localized versions of the index in 28 US markets. The index also tracks trends in Europe and Canada.

"The index is very important to our PR efforts," said Rosa. "It's helped us position ourselves as the voice of the employment market in the world overall."

Chris Broderick, EVP and global account lead at WS, said other initiatives would focus on improving the relevance of Monster to both employers and job seekers.

Rosa declined to state the size of the budget, or which other agencies were considered.

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