Task: Agency modelling and search and selection for a global creative agency for the Randstad and Monster brands
Assignment Timescale: 6 weeks agency modelling followed by 16 weeks agency search and selection
Randstad is the global leader in the HR services provider industry. As part of its brand acceleration strategy for the Randstad and Monster businesses the company tasked The Observatory International to undertake an agency modelling exercise followed by an agency search and selection to appoint its first global creative agency of record.
It was important that the chosen agency was able to service the twin hubs of the Randstad brand (HQ Amsterdam) and Monster (HQ Weston, Massachusetts), and provide support to key national companies in Europe. In addition the agency needed B2B and B2C capabilities.
A fast-track modelling process was undertaken, followed by a thorough search and selection process involving multiple stakeholders in both the global and national teams for both brands.
The process was extremely timely, occurring during the pandemic and at a time of significant upheaval and change for recruitment and job seekers. It was important more than ever that both brands demonstrated their relevance and value.
At the conclusion of the pitch process the account was awarded to Havas.
Commenting on the process Elliott Seaborn, Global CMO for Monster stated:
“The Observatory were great partners to us. We presented them with a highly complex global assignment and they came through for us — helping drive multiple stakeholders to decisions and keeping us to our goals. I would highly recommend them.”