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2 Shops Await Bloomberg Decision

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Two New York agencies await a decision in Bloomberg's creative and media review following final presentations last week, sources said.

Sources identified the shops as WPP Group's JWT and Interpublic Group's Deutsch.

The pitches took place Feb. 10 at Bloomberg's headquarters in New York, according to sources. The agencies referred calls to the client, which declined to comment.

The finalists emerged from a broader field of agencies that Bloomberg executives had visited in December. The search began in November and the account encompasses corporate identity and design, advertising, media, digital, events and demand generation, according to the initial request for information.

Among the key decision-makers is Maureen McGuire (shown above), a former top marketing executive at IBM and Sears, who became Bloomberg's chief marketing officer last spring.
 
The review comes as Bloomberg has expanded its media empire beyond its newswire and financial data businesses through its December acquisition of BusinessWeek.

The publication has already been re-christened Bloomberg BusinessWeek. 

--with Lucia Moses