GSD&M Remains in Contention for Us Job
BOSTON – New York-based Wenner Media, publisher of Us, Men’s Journal and Rolling Stone, has removed Boston’s two largest agencies from its review.
Boston-based Hill, Holliday, Connors, Cosmopulos and Arnold Communications were eliminated from the pitch.
The initial assignment is to help promote a weekly edition of Wenner’s now monthly Us magazine, sources said.
Competing in a final round will be Mullen in Wenham, Mass., Carmichael Lynch in Minneapolis and GSD&M in Austin, Texas.
Wenner parted ways with its incumbent of 14 years, Fallon McElligott in Minneapolis, over a creative disagreement with that agency’s president, David Lubars.
Billings on the assignment are estimated at $5 million. Representatives from Wenner could not be reached at press time.
Both Mullen and Carmichael Lynch are owned by the Interpublic Group of Cos. in New York, while GSD&M is a member of Omnicom Group, also in New York.
Among the contending agencies, only Mullen has related publishing category experience, currently working for Time Inc.’s Money and formerly Fortune.
GSD&M has forged strong entertainment marketing ties through its media-only work for DreamWorks SKG theatrical releases.
Carmichael Lynch will likely draw upon its Generation X cachet and experience with enthusiast consumer brands such as Schwinn and Harley-Davidson.
– with Glen Fest and Aaron Barr