Monster Unveils Strategic Brand Roadmap for 2004; Highly Televised Advertising Campaign and New Message Empower Job Seekers and Employers To Say, ``Today's the Day''

MAYNARD, Mass., Dec 17, 2003 (BUSINESS WIRE) -- In anticipation of its upcoming 10-year anniversary, Monster, the leading global online careers site and flagship brand of Monster Worldwide, Inc. (NASDAQ: MNST), today announced a new brand campaign and tagline, "Today's the Day." In addition, the company unveiled details about its comprehensive 2004 marketing strategy. As part of its planned $125 million global marketing budget, the U.S. program includes television, radio, print and online advertising, along with sponsorship and other non-traditional activities, and celebrates the vibrant essence of the Monster brand.

"Over the past ten years, Monster has become one of the most recognizable global brands. Our 2004 plan - defined by continuous advertising, a multi-faceted online marketing strategy and ongoing sponsorships - is designed to further maximize our brand recognition as the online recruitment leader, as well as enable us to reach a broader, more qualified audience at national and local levels," said Jeff Taylor, founder and chief monster. "The 'Today's the Day' campaign is alive, encouraging and hopeful. As we embark on the new year, it is these inspirational qualities that empower job seekers everywhere to take control of their careers and realize their dreams and aspirations."

"Today's the Day"

"Today's the Day" will launch with the debut of a new creative campaign produced by Monster's advertising agency of record, Deutsch Inc. of New York. The multi-spot campaign and tagline aims to give a voice to the strength of the Monster brand, and convey a message to job seekers and employers about making goals and aspirations a reality.

Monster's campaign will include a continuous TV advertising presence throughout the year to reach a broad cross-section of national and local viewers. The first 30-second spot, titled "Today," debuts on December 26th during the College Bowl Championship Series. It features everyday people getting ready to start their day, knowing that this will be "my day." A voiceover asks uplifting, thought-provoking questions all beginning with the phrase "Will today be the day...?" Accompanying the tagline at the end of the spot is new animation of "Trump," Monster's signature mascot. The new animation of Trump was designed by John Kricfalusi, who is best known for his work on the Ren & Stimpy show.

The campaign's next 30-second spot will debut during Super Bowl XXXVIII on February 1st, 2004, continuing Monster's tradition of debuting memorable commercials, such as 1999's famous "When I Grow Up." Monster spots will also air on network television and national cable, including ESPN, VH1, Comedy Central, TLC, USA, and BET, as well as during highly televised national events such as The Rose Bowl; The Sugar Bowl; and the NCAA, PGA, and U.S. Open (tennis) tournaments; among others.

Online Marketing Efforts

In 2004, Monster will direct approximately $50 million towards national and local marketing initiatives, which includes a significant investment in the broadcast advertising campaign and communication targeted towards the "Today's the Day" message. A more cost-effective and efficient online strategy will target websites to broaden Monster's reach, as well as drive more qualified visitors to the core Monster site and its vertical communities, including Monster Healthcare, MonsterTRAK (college) and Monster Diversity and Inclusion. Components of this multi-faceted strategy include an aggressive presence on high profile search engines, with a focus on geographic and industry-specific keyword buys chosen to generate more targeted reach for Monster. The program also includes multiple online promotions as well as increased affiliate marketing activity.

In addition, Monster today also announced a new strategic alliance with Lycos, whereby it is now the career content provider for Lycos.com, Wired.com and several other sites within Terra Lycos, the sixth most visited property on the Web according to comscore Media Metrix (October 2003). Through the agreement, Lycos users across the United States access to career-related tools, resources and technological expertise at http://www.lycos.monster.com/. A navigational search panel on the Lycos.com and Wired.com homepages allows site visitors to go directly to a co-branded page to quickly and easily find information about jobs and other career-related resources.

Sponsorships

Monster continues to build its leadership by maximizing key partnerships, including the NCAA and the Olympics, where Monster is the Official Online Career Management Services Sponsor for the 2004 U.S. Olympic Team. Developed for the 2002 Winter Olympic Games as part of the company's initial Olympic sponsorship, TeamUSAnet will provide 2004 U.S. Olympic athletes and hopefuls with career management tools including a resume builder, job search access, an Olympic mentoring network, and other content specifically geared to athletes.

About Monster

Founded in 1994 and headquartered in Maynard, Mass., Monster is the leading global careers website, recording over 46.7 million visits during the month of November 2003, according to independent research conducted by I/PRO. Monster connects the most progressive companies with the most qualified career-minded individuals, offering innovative technology and superior services that give them more control over the recruiting process. The Monster global network consists of local content and language sites in the United States, United Kingdom, Canada, the Netherlands, Belgium, Singapore, Hong Kong, France, Scotland, Germany, Ireland, Spain, Luxembourg, India, Italy, Sweden, Norway, Denmark, Switzerland, and Finland. Monster is the official online career management services sponsor of the 2004 U.S. Olympic Team. More information about Monster is available at www.monster.com or by calling 1-800-MONSTER.

About Monster Worldwide

Founded in 1967, Monster Worldwide, Inc. is the parent company of Monster (R), the leading global online careers property. The company also owns TMP Worldwide, the world's largest Yellow Pages advertising agency and one of the world's largest Recruitment Advertising agency networks. TMP Worldwide is also a provider of direct marketing services. Headquartered in New York with approximately 4,500 employees in 19 countries, Monster Worldwide (NASDAQ: MNST - News) is a member of the S&P 500 Index. More information about Monster Worldwide is available at www.monsterworldwide.com.

Special Note: Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995: Except for historical information contained herein, the statements made in this release constitute forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Such forward-looking statements involve certain risks and uncertainties, including statements regarding the company's strategic direction, prospects and future results. Certain factors, including factors outside of our control, may cause actual results to differ materially from those contained in the forward- looking statements, including economic and other conditions in the markets in which we operate, risks associated with acquisitions, competition, seasonality and the other risks discussed in our Form 10-K and our other filings made with the Securities and Exchange Commission, which discussions are incorporated in this release by reference.

SOURCE: Monster

Monster
Kevin Mullins, 978-461-8751
kevin.mullins@monster.com
or
Weber Shandwick Worldwide
Jacqueline Pigliucci, 617-520-7066
jpigliucci@webershandwick.com