Four agencies are preparing for final presentations in a review of creative duties on AT&T’s YellowPages.com, sources said.
Sources identified the shops as MDC Partners’ Crispin Porter + Bogusky in Miami, and independents Mother in New York, Butler, Shine, Stern & Partners in Sausalito, Calif., and Venables Bell & Partners in San Francisco.
Client executives briefed the shops today. Work sessions also are planned before the agencies make final pitches in April, according to sources.
Past major media spending on the brand has hovered around $20 million annually, though the total dipped below $1 million in the first 11 months of 2009, according to Nielsen.
This year, however, AT&T may spend as much as $50 million to tout a relaunch of the Web search site, said a source. The winning agency will develop a major campaign designed to get consumers to use the site more and for different reasons, the source added.
Media duties are not in play and remain at WPP Group’s Mediaedge:cia in New York.
The incumbent, Omnicom Group’s GSD&M Idea City in Austin, Texas, opted not to defend. GSD&M, which has handled creative duties on the brand since 2005, declined to comment. The shop’s most recent work used the tagline, “Need something?”
A New York-based consultancy, Source Martin, is said to be managing the search. Source Martin did not return calls and the Glendale, Calif.-based AT&T could not immediately be reached.