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Monster Media Moves to OMD

August 10, 2009

By David Gianatasio

BOSTON Omnicom Group's OMD has added planning and buying chores on job site Monster.com without a review, the client said today.

The work shifts from WPP Group's Mediaedge:cia, which began working with Monster about three year ago.

This marks the first major account switch under evp and chief global marketing officer Ted Gilvar, who joined Maynard, Mass.-based Monster a year ago from Omnicom's BBDO, the client's lead creative resource.

Gilvar said the company's evolving global needs and OMD's ability to navigate an increasingly complex media landscape drove the decision to change media agencies. Sources said he reached out to OMD CEO Alan Cohen several months ago to discuss what the shop had to offer.

Indeed, Monster has since Gilvar's arrival expanded its marketing approach, launching programs including a "Keep America Working" tour of career fairs nationwide, an NFL-tie-in contest, social media outreach via Facebook and Twitter and a promotional effort linked to Microsoft Office.

In recent years, Monster has spent about $150 million annually in measured media, per Nielsen, and the company pegged its overall global marketing outlay at $200 million.

BBDO and Monster built some buzz on this year's Super Bowl via a major campaign themed, "Are you in the right job?" The work was well received.