When Jonathan Beamer took over as CMO of Monster nine months ago, he found a brand that, despite “ten years of neglect” from both a product and marketing perspective, “was still one of the strongest in the job search category.” He credits this residual strength to Monster’s original insight, “that people desperately want fulfilling work,” which remains as true today as it was when the brand last turned heads via ads during the 1999 Super Bowl (see “When I Grow Up” in the Ad Age Super Bowl Ad Archive).
Banking on the notion that Monster is a “classic,” Beamer is looking to unleash what he describes as “latent favorability.” “We know we have a place in people’s lives if we pay a little bit more attention to where we lost our way,” he explains. This attention now comes in the form of product improvements and good old TV advertising, the channel that helped Monster gain its share of mind in the first place. And while Beamer is deploying TV in a highly targeted way, the takeaway is the same for mass marketers: Big brands still need the big reach that only TV provides.
Source: FS – Advertising Blogs !
This just in: TV advertising still works