Accounts in Review: Coty, VF, Ragú/Bertolli Complete Searches

After months of process, marketers are taking action.

This week, Coty, VF Corp. and Ragú/Bertolli sauces complete separate searches, and Priceline narrowed its focus to seven agencies in its creative contest. Media was the focus of the Coty and VF reviews, with Zenith Media winning the former and Starcom the latter. Havas Worldwide, meanwhile, landed creative responsibilities for the sauce brands, which Mizkan Group acquired from Unilever last year.

Priceline's cut came after longtime incumbent Butler, Shine, Stern & Partners bowed out. That contest reads like a who's who of creative shops, with Grey, BBDO, Leo Burnett, Droga5, The Martin Agency, Arnold and Venables Bell & Partners in the hunt. Executives from the travel site will visit them in the next three weeks before selecting a handful of finalists. The search will last most of the summer, though, with a decision not expected before late August.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

Mondelez: Global Media

Media spend: $1.5 billion
Incumbents: MediaVest, Carat, PHD, Madison
Contenders: MediaVest, Carat
Completion: October

3

21st Century Fox: Global Media

Media spend: $1 billion
Incumbents: Zenith Media, Vizeum
Contenders: Incumbents, others to be determined
Consultant: MediaLink
Completion: November

4

Sony: Global Media

Media spend: $900 million
Incumbents: UM, Carat, MediaCom
Contenders: Incumbents, undisclosed others
Completion: August

5

General Mills: Media

Media spend: $830 million
Incumbent: Zenith Media
Contenders: Incumbent, others to be determined
Consultant: Joanne Davis Consulting
Completion: October

6

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, undisclosed others
Completion: December

7

Coty: Global Media

Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Awarded to Zenith

8

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas led by FCB, DigitasLBi and Havas Worldwide, respectively
Completion: August

9

Citi: Global Media

Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July

10

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Ogilvy & Mather (connections planning only)
Completion: July

11

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

12

Coke Classic: Global Creative

Media spend: $250 million
Incumbent: Wieden + Kennedy
Contenders: Ogilvy & Mather, Sra Rushmore, Santo
Selection: September

13

VF Corp.: Media

Media spend: $100 million
Incumbents: MEC (Wrangler, Lee), Factory Design Labs (The North Face), VF's in-house group (Nautica, Timberland Pro)
Contenders: Starcom, MEC, Assembly, Vizeum
Awarded to Starcom

14

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, undisclosed others
Consultant: Pile + Co.
Completion: July

15

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

16

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June

17

Priceline: Creative

Media spend: $45 million
Incumbent: Butler, Shine, Stern & Partners
Contenders: Venables, Bell + Partners, BBDO, Grey, Droga5, The Martin Agency, Arnold, Leo Burnett
Consultant: Ark Advisors
Completion: August

18

Ragú, Bertolli Sauces: Creative

Media spend: $30 million
Incumbents: (None)
Contenders: Havas Worldwide, undisclosed others
Consultant: Joanne Davis Consulting
Awarded to Havas Worldwide