Monster.com picks Dentsu for digital mandate

Dentsu Digital will handle the online presence of the company that includes social and search, while ad2c will take care of the job portal's mobile marketing mandate.

Online recruiting site Monster.com has awarded its digital mandate to Dentsu India. While Dentsu Digital will work on the portal's online presence including social and search marketing, newly floated digital agency ad2c will handle the mobile marketing mandate.

While an official comment from either Dentsu or Monster.com could not be obtained, senior sources have confirmed the development to afaqs!.

The win comes on the back of a multi-agency pitch that was called a little over a month ago. Dentsu Digital and ad2c had pitched for the business together. The account will be handled by the Delhi office.

For the record, ad2C is a collaboration between Japan's D2 Communications and Singapore-based Affle, led in India by Madan Sanglikar, CEO. D2 Communications in turn is a subsidiary of NTT Docomo, in a joint venture with Dentsu.

ad2c recently acquired one of India's first mobile marketing agencies, Mobimasta.

It may be noted that Dentsu Marcom was signed up to design Monster.com's relaunch campaign. Supported by radio and BTL (below-the-line) activities, a campaign led by television was launched recently. The campaign rests on the insight of how luck plays a crucial role in almost every sphere of our lives, especially when it comes to job search and career progress.

It remains to be seen if the same theme shall be carried forward in the digital sphere, or whether Monster.com decides to look at a fresh direction online.