Advertisement

Verizon Wireless Launches Digital Review

Assignment includes online marketing, e-commerce
Advertisement

Verizon Wireless is reviewing its digital creative business.

The assignment includes e-commerce, online ads, search marketing and social media efforts. As digital accounts go, this one is sizeable. Account revenue, however, could not be ascertained.

The business is currently split among several agencies, chief among them R/GA and Moxie Interactive. Other digital shops also handle project work for the telecommunications giant.
Among the key decision-makers in the review is John Harrobin, vp of marketing communications. Managing the process is the Santa Monica, Calif.-based consulting firm Select Resources International.

SRI has circulated a request for proposals that’s due back next week. The firm confirmed that it was handling the search but declined to comment further. Verizon had no comment.

The main incumbents are expected to participate. R/GA, which has worked for Verizon since 2003, had no comment, and Moxie couldn't be reached.

The review doesn’t affect Verizon’s traditional advertising business, the bulk of which is handled by lead creative agency mcgarrybowen. McCann Erickson handles Verizon’s Fios brand. Also unaffected is the company’s media business, which is split between UM (planning) and Zenith Media (buying)

All told, Verizon spent $1.2 billion in measured media in 2010 and more than $886 million in the first nine months of 2011, according to Nielsen. Figures don’t include online spending.