TM Advertising has won creative and media duties on Idearc Media’s Superpages.com and Verizon Yellow Pages brands after a review, the agency said today. Estimated billings are $30-35 million.
Sources previously identified the other agency contenders as independent Modernista! in Boston, Interpublic Group’s Deutsch in New York and independent RD&F Advertising in Dallas. The shops made presentations in late December at the client’s headquarters in Dallas, according to sources. The New England Consulting Group in Westport, Conn., managed the process.
TM president Tom Hansen said he was “thrilled” to have landed the business “against such tough competition.” He added that the IPG agency looked forward to “helping grow [Idearc’s] demographic reach through a variety of brand and industry-changing initiatives.”
TM was the incumbent on Superpages, which it has handled since 2005. Recent advertising behind Verizon Yellow Pages had been limited, but RD&F handled the brand on a project basis.
“TM helped uncover valuable consumer insights linked to our brand positioning,” said Sandy Henjum, executive vice president for transformation and marketing at Idearc. “We’re excited and have begun developing these executions.”
In 2006, Verizon Communications spun off its directory business under the banner of Idearc, which has its own management team and stock listing. Other Idearc brands include the Verizon White Pages, Switchboard.com and LocalSearch.com.