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Monroe launches new digital marketing campaign


Executive recruitment company Monroe Consulting Group is launching a new digital marketing campaign to focus on its key strength of expert recruiters finding expert executives or highly technical professionals for leading national and multinational companies in the emerging markets.

Andrew Hairs, group managing director of Monroe, said the central theme of the initiative was “experts finding experts,” with the hashtag #ExpertsFindingExperts.

Andrew said that that Monroe offered international award-winning recruitment services and outstanding original content on its website and it was felt that a dedicated digital marketing campaign would “bring the Monroe brand together and make us more identifiable in the market.”

He said that achieving a unified brand was particularly difficult for companies such as Monroe, which operated successful recruitment businesses in diverse emerging markets, including China, Thailand, the Philippines, Malaysia, Indonesia, Chile and Mexico.

Andrew, who has spear-headed the rapid growth of the recruitment company in little over a decade, said that on a recent trip to Monroe Mexico he met with the creative team of Chiat Day, a creative agency that has worked with some of the world’s leading brands, including Adidas, IBM and McDonalds. 

“Their reputation was built on the very successful branding work they did with Steve Jobs at Apple, so they really are experts in their field,” Andrew said. 

He said Chiat Day were quick to reach the conclusion that the traditional marketing and visual imagery used by recruitment companies was built around “good looking men and women in business dress smiling and shaking hands in a meeting room.”

Andrew said Monroe Consulting Group had always taken pride in being a little different and as such wanted a visual that defied industry norms, using bright and bold images using the bright colours associated with the Monroe brand and its successful approach to recruitment.

“We also wanted something that would sum-up what we are all about, which is where #ExpertsFindingExperts came from. We consider ourselves expert recruiters, with expert industry knowledge who help our customers find the experts needed for their businesses.”

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