Signaling possible unhappiness with Mullen Advertising, which has handled its advertising for the past two years, online career site Monster.com on Tuesday said it would hold a competitive review of agencies for its $75 to 90 million US advertising account
Monster.com, the flagship brand of TMP Worldwide, expect to spend $135 million this year on marketing worldwide.
The company denies dissatisfaction with Mullen, which was responsible for the highly-praised “When I Grow Up” television campaign that aired on the 1999 Super Bowl. This year’s campaign, which also debuted around Super Bowl time, has not been as highly-regarded. It features black and white images of people walking by the main character, reciting the lines of Robert Frost’s classic poem, The Road Not Taken.
“We have had a successful and productive partnership with Mullen,” said Jeff Taylor, chief executive officer of Monster.com.
Pile and Company, the Boston-based management consulting firm, is managing the review. A group of semi-finalists will be selected by late July. Mullen will participate in the review.
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