Job search engine Monster.com has shifted its creative duties to JWT, Delhi. The incumbent agency was McCann-Erickson, Delhi. The agency had called for a creative pitch in which three agencies has participated – JWT, McCann-Erickson and O&M Delhi. The estimated account size is Rs 10 crore.
Commenting on the development, Dhruvakanth B Shenoy, Vice-President, Marketing, MonsterAsia, said, "We have shifted the creative duties to JWT, Delhi. They would be starting work on the new business immediately. In view of the aggressive growth plans envisaged for the current year, backed by a revamped job search engine, MonsterIndia evaluated three agencies, including the incumbent agency McCann, for handling the creative part of the account. Post evaluation, we have decided to award the creative duties of MonsterIndia to JWT, Delhi."
He added, "JWT's understanding of the business and their creative presentation was impressive during the pitch and we felt that the agency would be best suited to execute our current plans. We would like to acknowledge here the contribution made by McCann to our brand in the last 18 months. MonsterIndia gained 16 percentage points on TOM brand salience at the cost of its competition."
Shenoy further said that the communication strategy this time around was to emphasise on the new job search engine. The latest job search engine is intuitive and gives accurate results as per requirement. The communication will highlight this factor of how to find relevant jobs from the more than two lakh jobs available.
Rohit Ohri, Senior General Manager and Branch Head, JWT, Delhi said, "We are really happy to win this account. Monster is an iconic brand. It's the largest job search site in the world. We are delighted to have this opportunity to work on the brand. The Indian job market is exploding. We are going to work very closely with Monster to capitalise on this emerging opportunity."
McCann-Erickson has been handling the Monster.com business since January 2005, following a multi-agency pitch, which included Mudra and O&M as well. During this time, Monster.com shifted its base from Bangalore to Delhi and decide to review its creative duties instead of moving the business to Mudra, Delhi, as the agency's Bangalore branch was handling the business then.