More NewsMonster.com Holds Agency Review

Monster.com Holds Agency Review

Monster.com could be stepping away from the agency that created "WhenI Grow Up."

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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