Yellow Pages Media Review Nears Finale

Idearc Media is in the final stages of a review of creative and media duties on its and Verizon Yellow Pages brands with a decision expected to be revealed as soon as next week, sources said.

Account billings are estimated at $30-35 million.

Sources identified the finalists as Interpublic’s TM Advertising in Dallas, independent Modernista! in Boston, IPG’s Deutsch in New York and independent RD&F Advertising in Dallas.

Final presentations took place Dec. 18-19 at Idearc headquarters in Dallas, according to sources. New England Consulting, Westport, Conn., is managing the process.

TM is the incumbent on Superpages, which the agency has handled since 2005.

Recent advertising behind Verizon Yellow Pages has been limited, but RD&F handles the brand on a project basis, according an Idearc representative.

RD&F has worked on Verizon Yellow Pages since 2003. The Idearc rep and New England Consulting CEO Gary Stibel confirmed the review but rejected talk of the client having selected an agency. “We have yet to make a decision,” the rep said today.

In 2006, Verizon Communications spun off its directory business under the banner of Idearc Media, which has its own management and stock listing. Other Idearc brands include Verizon White Pages, and