Longer Line At BofA

Bank Extends Run On Its Media Assets
SAN FRANCISCO–In a move that surprised the two finalists in the consolidated $80-100 million Bank of America review, the client has issued a second invitation to outside shops inviting them to pitch the media buying portion of the business.
San Francisco-based consultancy Mitchell Madison Group, which recently handled the review for AirTouch Cellular’s $100 million media buying account, has been tapped to handle the search. Re-sponses from the contacted agencies are due back Nov. 3.
The move followed the selection last month of two finalists to compete for the recently combined NationsBank and BofA business. True North agencies Bozell Worldwide, New York, and Temerlin McClain, Irving, Texas, are competing against Lowe & Partners/SMS, New York (see related item, page 12).
During final presentations scheduled for next month, the finalists are expected to present recommendations from their media arms: TN Media for the True North team and the newly formed Western:Initiative Media Worldwide for Lowe.
TN Media and Western:Initiative were among the 10 recipients of the new request for information sent by BofA national media director Winifred Lee last week. Also contacted was one shop thought be out of the review altogether: BofA’s broadcast planning and buying incumbent GSD&M of Austin, Texas, sources said.
Other contenders in the new search were undisclosed at press time. BofA print buying incumbent Deutsch, New York and Marina del Rey, Calif., is not participating in the search, said sources.
New York consultancy Geduldig & Ferguson, which assisted in the selection of Bozell and Lowe as finalists in the review, is not involved in the media buying competition.