Joins Carmichael, GSD&M in Final Round
BOSTON – New York-based Wenner Media, the publisher of Men’s Journal, Rolling Stone and Us, has cut Boston’s two largest shops from its review.
Arnold Communications and Hill, Holliday, Connors, Cosmopulos were eliminated. Still in contention for the estimated $2-4 million account are Mullen, Wenham, Mass.; Carmichael Lynch, Minneapolis; and GSD&M, Austin, Texas.
The initial task will be to help promote a weekly edition of now-monthly Us magazine, sources said. Representatives from Wenner could not be reached at press time.
The company parted ways with its incumbent of 14 years, Fallon McElligott in Minneapolis, over an apparent creative disagreement.
Both Mullen and Carmichael Lynch are owned by the Interpublic Group of Cos., New York; GSD&M’s parent company is Omnicom Group, also New York.
Of the finalists, only Mullen has related category experience, currently working for Time Inc.’s Money magazine.
GSD&M has forged strong entertainment marketing ties through its media work for DreamWorks SKG, while Carmichael Lynch will likely draw upon its Gen-X cache and experience with enthusiast brands such as Schwinn and Harley-Davidson.
– with Glen Fest and Aaron Baar
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