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
The site previously worked with BSMG, a relationship it inherited from
recruitment advertising agency TMP Worldwide, which bought Monster.com
’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.’