7 Pursue Wedgwood Biz

NEW YORK Waterford Wedgwood USA executives will meet this week with seven New York agencies in the review of creative and media duties on its Wedgwood line of china, glassware and flatware, confirmed Alan Krinsky of Alan Krinsky Associates, the New York consultancy managing the search.

The shops are Interpublic Group’s Gotham and independents AR, BurnsGroup, Leibler-Bronfman Lubalin Advertising, Agency Sacks, Pedone and The Halo Group, Krinsky confirmed.

Four client executives will visit each agency and based on the meetings, they will select four finalists. The Wall, N.J.-based client hopes to make a selection by mid-April.

Waterford Wedgwood launched the review in November via a request for proposals that was distributed to about 10 shops.

The incumbent, independent Chillingworth/Radding in New York, is not defending.

The winning agency is expected to handle traditional advertising, direct marketing, public relations and some guerrilla marketing. Account billings are estimated at $3 million.

Major media spending on the brand, which includes lines designed by Vera Wang, Martha Stewart, Jasper Conran and Barbara Barry, has been relatively modest in recent years. In 2007, the total was around $1.7 million, up incrementally from $1.6 million in 2006, according to TNS Media Intelligence. The total spend in the first half of 2008 was approximately $1 million, per TNS.