Monster Places PR in Review

BOSTON has placed its estimated $1 million public relations business in review, the online employment service has confirmed.

The company said requests for proposals went out earlier this month to PR shops nationwide, though it would not identify agencies that have been contacted.

The incumbent, Interpublic Group’s Weber Shandwick in New York, is defending the business.

In a statement, Monster said the review was called to “consolidate public relations spending across all of the company’s divisions throughout the world. This new opportunity, which will help to further leverage our global brand and messaging in a common and consistent approach, is part of a company-wide procurement review process.”

In June, Maynard, Mass.-based Monster dropped IPG’s Deutsch as its ad creative agency. Two weeks later, the client tapped independent Brand Content, a 25-person shop in Boston, to craft a new campaign [Adweek Online, June 1, 2005].

Brand Content’s spots for Monster, which are set to Electric Light Orchestra’s 1970s anthem “Do Ya,” began breaking in June.