Monster.com - Monster works for me

A campaign (2006-7) for Monster.com, the job-seeker site. Objectives: maintain brand leadership and fight off fast-growing rival, CareerBuilder; improve brand equity, with greater efficiency.

Monster Works for me” Campaign for monster.com

MARKET SITUATION & BUSINESS GOALS

Monster.comis a relatively young company, established just over a decade ago. In a very short time, it succeeded in establishing a brand leader status in its category, and changed how consumers looked for jobs and the way employers sourced talent. Monster overcame huge challenges in its early years when the traditional recruitment methods such as classifieds, staffing agencies and trade publications were the entrenched vehicles for the industry. Based on Forrester Research estimates, only 1.3% of all 1998 recruitment ad dollars were spent online, and the...

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