Volkswagen of America, as expected, has narrowed the field in its $220 million review, sources said.
No longer in contention is Interpublic Group’s The Martin Agency in Richmond, Va., according to sources. That leaves four contenders that sources previously identified as independent Wieden + Kennedy in Portland, Ore., IPG’s Deutsch/LA in Marina del Rey, Calif., and Omnicom Group units Goodby, Silverstein & Partners in San Francisco and DDB, which is pitching out of multiple offices.
The cut came after a round of meetings between client executives and the agencies last week. Final presentations are slated for mid-October. Creative and media planning duties are in play. The incumbent, MDC Partners’ Crispin, Porter + Bogusky, Miami, declined to defend.
Excluded from the review are media buying duties, which remain at WPP Group’s MediaCom in New York. Roth Associates here is managing the search.
The agencies either declined to comment or did not return calls. Roth also did not return calls and the Herndon, Va.-based client could not immediately be reached.
VW’s major media spending exceeded $220 million last year and totaled more than $110 million in the first half of 2009, according to Nielsen. Those figures don’t include online spending.