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“Performance-based efforts online
only help build brand if they maintain
the integrity of the company,” he says.
“There’s so much click-bait in digital
— and it’s obvious why. Go ahead and
put puppies and kittens on your ads and
watch your click rates soar! But to what
end? Our digital marketing is all about
driving new leads but maintaining the
power and integrity of the brand. You
must deliver a message of value that’s
relevant to your target. If you stay true to
that, then you can optimize to success.”
Costello celebrated his one-year an-
niversary with Monster last month, while
Owen recently passed the five-year mark.
With backgrounds that range the entre-
preneurial and major agency worlds, they
represent a combination of talents that
seem to be growing on today’s marketing
landscape — a pairing that fits Monster’s
need to market to both business owners
looking to hire new employees and those
seeking a new job.
“I embrace change and love the idea
of disruption,” Costello says. “Going back
to 1994, Monster has been a disruptor.
It disrupted the way people looked at
job postings and has continued to create
change in the space.”
Barbarians, Branding, and Big Data
That career as a disruptor dates to
Costello’s earliest days in the job force.
The Massachusetts native is a serial
entrepreneur, having founded a mobile
app development company, a healthcare
education firm, and a pair of digital marketing agencies.
“I’ve been involved, primarily, in
entrepreneurial internet marketing,” he
says. “While I’ve worked at a number of
larger enterprises, I’ve also started a number of different companies and agencies.”
One of those agencies — The Barbarian Group (which he served as co-founder
and director of strategy) — earned a series of accolades from Advertising Age and
Fast Company while working with clients
Social media — such as this Facebook
ad — is a growing facet of Monster’s
multichannel marketing efforts.