$10 Mil. IdeaCast Briefs 4 Finalists

PHOENIX IdeaCast, a Chicago-based company that distributes cable programming to health clubs and retail outlets, has briefed four finalists in a review of creative and media duties on its estimated $10 million ad account, IdeaCast CEO Fred Smith told Adweek here at the Association of National Advertisers conference.

Smith identified the finalists as independent Doner in Southfield, Mich., Interpublic Group’s Mullen in Wenham, Mass., and independents MMB in Boston and SS+K in New York. The briefings took place last week in Phoenix and final presentations are slated for mid-November, according to Smith.

IdeaCast, which launched in Jan. 2006, does not employ an agency at present, creating current and previous ads in-house.

Santa Monica, Calif.-based Select Resources International is managing the review, which began in September. The finalists emerged after client executives visited seven or eight agencies, Smith said.

Beyond Smith, key decision makers include Jason Brown, who became the company’s first president of sales and marketing in June. Smith expects the winning agency to produce both traditional and interactive ads, as well as plan and buy media.