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.
