Jobs site Monster consolidated its advertising with Deutsch Inc. by moving its traditional direct business to the New York agency 14 months after awarding general and interactive duties.
The Maynard, MA, flagship of Monster Worldwide Inc. named directDeutsch its direct marketing agency of record. DirectDeutsch, which replaces incumbent PreVision, Lincoln, MA, is responsible for Monster's customer relationship marketing.
“The focus of marketing in the last few years has been more on the [job] seeker side of the business,” said Fred Rubin, partner and director of iDeutsch and directDeutsch. “The direct stuff will be highly focused on the employer side of the business.”
DirectDeutsch handles direct marketing for Mitsubishi Motors of North America, Novartis and Johnson & Johnson's Tylenol. It has already begun work on the Monster account for a fourth-quarter campaign debut.
“This is one of our most integrated accounts,” Rubin said about Monster. “We have an account manager in charge of each [marketing] discipline.”
Services offered to Monster include target segmentation, data cleansing, standardization and creative. Media vehicles are mail, e-mail and Web site landing pages. Direct marketing's primary role in this case is lead generation, not just from people who seek jobs, but companies to post paid listings on www.monster.com.
“The goal of the advertising today is to speak to both constituents, making Monster the preeminent source of not only finding jobs but also to change behavior — creating a more inbound model for their business,” Rubin said. “Employers should pick up the phone and call Monster to place recruitment advertising as opposed to newspapers and other online competitors.”
