Maytag Narrows Media Review to Four

CHICAGO — Maytag Corp. has narrowed its $100 million media buying review to four agencies, according to sources.

Only one of the two incumbents, Starcom in Chicago, advanced. Cut was Initiative Media, also Chicago.

Also advancing for the Newton, Iowa, business are Carat, Chicago; and Universal McCann and Zenith Media, both new York.

Cut along with Initiative were Mediaedge:cia, Chicago; and Horizon Media and Media planning, both in New York.

Jones Lundin Beals in Chicago is handling the review. A decision is expected later this month.