Accounts in Review: Royal Caribbean Nears Its Media Decision

Two weeks after picking Mullen Lowe to handle its creative account, Royal Caribbean is about to hire a media agency.

Three contenders traveled to the company's headquarters in Miami today to make final presentations, according to sources. Sources previously identified the finalists as Media Storm, Mediahub, and the incumbent, Mindshare.

Mediahub is the media arm of Mullen Lowe, so if that player wins, the cruise line will have bundled creative and media under one roof. Royal Caribbean spends about $80 million in media annually. A decision could come as soon as next week.

Also, in a preternaturally quiet week, General Mills on Thursday dove into the media search fray with its first major review of planning and buying since 2001. The process is expected to extend into the fall.

1

Unilever: Global Media

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

2

21st Century Fox: Global Media

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

3

Sony: Global Media

Media spend: $900 million
Incumbents: UM, Carat, MediaCom
Contenders: Incumbents, others to be determined
Completion: August

4

General Mills: Media

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

5

L’Oréal: Media

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

6

Coty: Global Media

Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Completion: June

7

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

8

Citi: Global Media

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

9

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Carat
Completion: July

10

Visa: Global Media

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

11

CVS: Media

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

12

Royal Caribbean: Media

Media spend: $80 million
Incumbent: Mindshare
Contenders: Incumbent, Mediahub, Media Storm
Completion: June

13

Humana: Creative

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

14

New York Life: Creative

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