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New York (pte018/18.04.2003/13:04) - The career network website Monster http://www.monster.com has parted ways with its long-time advertising agency Havas SA's Arnold Worldwide http://www.havasadvertising.com/index_en.html, the Wall Street Journal (WSJ) reports.
The reasons given for the end of the business relationship were changes in economic demands. Monster and Arnold have been business partners since autumn 2002, during which time Monster was advertising sponsor of the American Super Bowl. Arnold was responsible for bagging numerous Super Bowl commercials and also several award-winning advertising campaigns for Monster. However, now the budget for advertising has been reduced significantly over the last few years "due to the economic situation".
In its early days Monster became well-known for showing users the directness and efficiency of the internet, however, in recent years the career network distanced itself from this association. Several advertising campaigns were aimed at blue-collar workers, restaurant heads and fork-lift-drivers in which a telephone number was advertised. The campaigns had nothing to do with the internet.
Outside the US and Canada Monster is represented in Singapore, Australia, New Zealand; branches in Europe include Great Britain, Germany and Switzerland.
It is still unclear which advertising agency will represent the online career network.
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