In 2007 our team at BBDO was challenged by Monster to reinvigorate its brand and expand its global reach.

Through extensive research we realized that we needed to help Monster evolve from a job transaction machine to a life improvement engine by positioning them as a valuable tool to help people acheive their life goals.

We developed a fully integrated global communications plan that was lead by the tagline "Your Calling is Calling". The campaign launched in Feb 2008 and was made up of television, radio, print and online advertising. Four thematically and visually unique television spots premiered across the world, in the US, UK and Europe and would show in 26 different countries throughout early 2008 as well as the Super Bowl.

The print ads were aimed at job seekers and employers, running in BusinessWeek, Forbes, Fortune, Fortune Small Business, HR Magazine, Human Resource Executive, Staff Digest and Workforce Management.

The online campaign also included a complete site redesign as well as rich media brand ads and a demand-generation campaign designed to get people to click through to Monster.com and post their resumes.