Monster Unveils Multifaceted Worldwide Branding Campaign

Monster Worldwide, Inc. (NASDAQ: MNST), parent company of Monster(R), the global online careers and recruitment resource, today unveiled Your Calling is Calling, its new global marketing campaign for Monster career properties. Launching worldwide, the integrated effort unites the global brand and presents a unified Monster to the world, positioning the company as a resource that helps workers attain their life goals.

Our new campaign reflects the strength of Monster's global presence as the first worldwide online recruitment company and is rooted in understanding that maintaining this leadership position means evolving our brand beyond just a marketplace for jobs, said Sal Iannuzzi, chairman and CEO, Monster Worldwide. Being attuned to the changing attitudes of the workforce around the globe, we are positioning Monster as not merely a resource for better jobs, but as a valuable tool to help people achieve their life goals. Simply put, our goal is to inspire people to improve their lives.

The new multimedia effort created by New York-based BBDO Worldwide includes television, radio, print and online and is designed to ignite people to take an introspective look at their lives by shining a light on the connection between a job and personal fulfillment. The new advertising campaign is comprised of four thematically and visually unique television spots, aimed at positioning Monster as a catalyst that enables consumers to find a better way to shape their own future. Two of the four ads will premiere in the U.S. and U.K. during the first week of January, and in other European markets later in the month.

The first spot, Daybreak, opens with hundreds of people awakening before dawn on a Monday and collectively rallying to postpone the ensuing day by fighting the onslaught of daybreak. It is based on the simple concept that people often view Monday as a battle, but that Monster can help make Mondays something to look forward to. The second spot, Slots, brings to life the monotony of literally being shackled to your job, as people ride slots that lead them aimlessly through city streets and office environments, juxtaposed against a hero who, thanks to Monster, has chosen a different path.

The four TV ads were helmed by some of the industry's most talented film directors, including Frank Budgen, Daniel Kleinman, Rupert Sanders and Nicolai Fuglsig, a testament to the scope and scale of the advertising.

This has been a team effort that involved people from all over the globe coming together to help create one Monster campaign, said John Osborn, president and CEO, BBDO New York. It is squarely aimed at active and passive job seekers who represent the lion's share of the opportunity within the market. Our creative intends to jolt them out of complacency and show them that they can improve the quality of their lives by improving their jobs. We couldn't be more proud of this work.

In addition to TV, the Your Calling is Calling campaign will include online, print and radio components. The online initiative will include a combination of new and re-skinned ads that deliver strong, consistent brand messaging. Several newspapers and weekly publications will feature new print ads based on the same creative platform at launch, followed by monthly vertical placements in subsequent months. Additionally, radio will run in select global markets.

For screenshots or copies of the television spots, or for additional details, please contact Steve Sylven at 978-461-8503 or steve.sylven@monster.com.

Site Enhancements
Monster visitors will experience a fully refined site offering greater usability and reflecting the tone of the Your Calling Is Calling campaign. The updated My Monster homepage provides instant access to personalized information, such as job search history, for easier job search management. Also, Monster's award-winning content is integrated throughout the experience, delivering relevant insight and advice as seekers navigate through the site. Currently available in the U.S., Canada, United Kingdom, France, Germany and the Netherlands, the new look will be rolled-out to other countries in the coming months.

In addition, Monster has deployed a new search engine across all of its sites around the world after seeing the number of job applies increase significantly following the technology's implementation in the U.S. last year. The engine allows job seekers to more effectively refine, modify and augment their searches and helps them more easily manage the overall application process.