Monster Launches New Voice in the Marketplace and Celebrates Its Job Seeker Campaign

Monster, the online careers site and flagship brand of Monster Worldwide, Inc. announced the debut of a national advertising campaign that celebrates peopleís unique talents, true human spirit, and desire to excel and make great things happen at work. The campaign is a component of a new job seeker strategy, unveiled in a separate announcement today, which seeks to deepen Monsterís relationship with job seekers by serving as a trusted ally who gives the help and expertise needed to create a better a career and better future.



The new campaign reinforces Monsterís message of personalization, inspiration, and the excitement of being recognized by employers for all you are and can be. The first commercial, New Monster. New You, will air throughout the month of June in primetime, late night, and early morning on network and cable stations including CBS, NBC, ESPN, TBS, TNT, USA, VH-1, E!, Soapnet, and Comedy Central. Media buying and planning for the campaign was handled by deutschMedia out of New York.

To the tune of Electric Light Orchestraís 1970s hit Do Ya, the spot features Monsterís newly redesigned website and celebrates the pure joy and excitement of finding the right job and making good things happen for your career. Quantitative testing of the new commercial by an industry research firm revealed very high levels of recall, brand linkage, and intent.

Our compelling new advertising campaign captures Monsterís brand promise to our customers - to be a trusted ally who gives job seekers the help and expertise they need to create a better career and a better future, said Brad Baker, Chief Product and Marketing Officer, Monster. The new Monster voice celebrates the individual, their talents and aspirations of bettering their work life. For employers, this means a more qualified candidate base to meet their hiring needs.

The campaign was created by Boston-based Brand|Content, Monsterís lead advertising agency.

This campaign speaks to each and every viewer, listener, or reader as an individual, said Doug Gladstone, Founder and Chief Creative Officer, Brand|Content. It says Monster understands your needs in a personal way, appreciates your challenges, and offers relevant tools, assets, and insight that help guide you throughout all phases of your career development and expansion. The message: at the end of the day, itís all about you.

Additional television spots, along with print advertising in national weekly, monthly, and trade publications, will launch this summer.

The campaign also incorporates radio advertising, leveraging Monsterís existing marketing relationships with Infinity Broadcasting, one of the largest major-market radio operators in the United States. In addition, the new advertising will be featured as part of Monsterís relationship with Internet Broadcasting System, Inc., the nationís largest online local television source. Both of these relationships enable Monster to serve job seekers and employers in their local communities. Monster has the opportunity to reach Infinity Broadcastingís 70 million weekly listeners via 180 radio stations in 41 U.S. markets, while Internet Broadcasting reaches 39 million monthly unique viewers through its 58 local news and information sites nationwide in 53 markets.