Sources familiar with the matter confirmed late yesterday that MRM New York has been named digital acquisition agency of record for Verizon FiOS. There’s no word yet on where this leaves R/GA, which had handled digital work for FiOS (like the “Break Up with Cable” meme-maker from not too long ago) despite losing lead digital creative duties to AKQA on Verizon Wireless nearly a year ago. We’ve been told there was a review for this specific FiOS business for Verizon, which has plenty of history with MRM sister agency, McCann. We’re getting ready to do a full-court press on this one, so we’ll fill in details as we hear more.
Update: It took a minute, but the Verizon camp has responded to our inquiries and has clarified the situation regarding FiOS. Here’s a statement from company spokesman, Bill Kula: “We’re shifting the consolidated digital R/GA business that involved site, retail and creative aspects to two separate agencies. Sapient will manage the site and retail work, and MRM will manage the creative work. Our digital needs have evolved, and this transition will allow us to best manage those changing needs. There are many attributes we sought during the review process, including that the agencies have a deep knowledge of the digital opportunity and the ability to translate that expertise into effective marketing strategies and tactics for Verizon across the advertising, site and retail spaces.”
We’ve been told that the agency review for this specific business began late last year. Verizon would not release the contract terms or financial value of its move.