The Monster.com creative account has been bagged by McCann, while the media duties have moved to MPG. According to industry sources, the total account size is pegged at around Rs 10 crore.
The movement occurred after a two-stage pitch involving six to seven agencies (inclusive of both creative and media). Mudra was the incumbent.
For the creative part of the business, the first stage included credentials while the second involved a creative plus strategy round that focused on Monster’s stand vis-à-vis the competition. As far as the media pitch was concerned, the first stage included case study presentations, and the second revolved round presentations on Monster.com’s media strategy for the future.
It was just a recent affair that Monster India had taken on a brand campaign – ‘Happy Jobs’, which ran all the way from September 2004 onwards. The campaign complimented Monster’s online campaigns on horizontal portals such as Rediff.com and Sify. Television and print media were chalked out as a part of a national marketing effort.
The current search for a creative and a media agency became necessary as Monster has emerged as one of the key players in the online career space. With Naukri.com making persistent strides in the electronic medium, television is expected to occupy a huge part in Monster’s media plan. In fact, the new campaign is being planned to be made purely television-centric.
Monster India Pvt Ltd (www.monsterindia.com) is the 15th member of the Monster global network across 22 countries and a joint venture between Monster, the world’s No.1 career management network, and ecorp Limited, an Australia-based Internet investment company. The portal currently works with more than 1,000 clients from six sales outfits operating out of Pune, Hyderabad, Bangalore, Mumbai, Delhi and Chennai.