Bloomberg has chosen WPP’s JWT as its lead agency following a months-long search for a shop to handle media and creative duties.
JWT made a final presentation Feb. 10 along with Interpublic Group’s Deutsch at Bloomberg’s New York headquarters, according to sources.
The JWT announcement was made by Maureen McGuire, who became Bloomberg’s first chief marketing officer in spring 2009.
“Naming JWT as agency of record is an important step as we build a marketing function, framework and talent resource to support growth in Bloomberg’s core business and expansion into new markets,” McGuire said in a statement. “The addition of a global marketing firm will ensure messaging consistency and help Bloomberg to use marketing to help us stay close to our customers.”
The selection comes as the financial news and data giant seeks to expand its reach and influence with the recent acquisition of BusinessWeek magazine, now Bloomberg BusinessWeek. In its request for information, Bloomberg said that it was seeking an agency or agencies to help it with corporate identity, advertising, media, digital, events and demand generation.
—with Andrew McMains, Adweek