Amp’d Eyes 3 Shops

LOS ANGELES Amp’d Mobile has cut to three San Francisco-area shops in its estimated $65 million creative review, according to sources.

The shops are Omnicom Group’s Cutwater and Publicis & Hal Riney, both in San Francisco, and independent Butler, Shine, Stern & Partners in Sausalito, Calif., per sources. (Cutwater is the startup led by former TBWA\Chiat\Day executive Chuck McBride; the shop recently won an assignment from Jeep.)

The agencies and the search consultancy, Select Resources International, Santa Monica, Calif., all declined comment. The client could not be reached.

The review is expected to go into final presentations by mid-May, with a decision by the end of the month. The incumbent, independent Taxi in New York, declined to defend. Horizon Media here handles buying, which is not in review.

The provider targets 15-34-year-old upwardly mobile subscribers who use premium features such as linear TV service, video on demand, Web browsing and original content.

Late last month, the company said it would become the first provider to use Third Screen Media’s software to deliver ads within its video content.

The RFP values the business at $65 million, per sources. Amp’d spent $35 million in measured media in 2006, according to TNS Media Intelligence.

The company has said it called the review to find a full-service agency that could provide round-the-clock attention.