UPS Eyes Four Agencies for Ad Account

UPS has cut to four finalist teams in its $200 million global marketing services review, sources said.

The teams are led by WPP Group units JWT, Ogilvy & Mather and Young & Rubicam and Havas’ Euro RSCG, according to sources.

Among the shops that didn’t advance was Interpublic Group’s The Martin Agency in Richmond, Va., the incumbent on creative and media duties in the U.S. Martin, a domestic agency that has worked on UPS since 2000, had partnered with sister shop Draftfcb to cover off the international piece of the business, said sources. UPS had invited Martin to defend but not its previous international partner, IPG’s McCann Erickson.

The finalists either declined to comment or referred calls to the Atlanta-based client, who could not immediately be reached.

Each contender is partnering with a media agency. JWT and Y&R, for example, are using sister agency Mindshare, while Ogilvy is using Maxus, said sources.

The account includes traditional and digital advertising, customer relationship management efforts and media planning and buying. Annual worldwide media spending on the brand is estimated at $200 million, including more than $100 million in the U.S.

The finalists emerged from a pack of eight agency teams that met with client executives last month. Other teams not advancing were led by Havas’ Arnold, Publicis Groupe-backed Bartle Bogle Hegarty and Omnicom Group’s TBWA, said sources.

More than 20 agencies answered a questionnaire that UPS issued at the onset of the review. AAR in London is managing the process for the client, who launched the review in April.

–with Steve McClellan

Nielsen Business Media