NEW YORK-Business Week narrowed the list of agencies competing for its $10 million account to three finalists-Ground Zero, Margeotes/Fertitta + Partners and DCA Advertising.
Over the past two months, nine New York shops presented strategic and creative pitches, including incumbents Draft Worldwide and Publicis. Keith Fox, the client's svp, marketing and business development, said the selection of the finalists was based on "how they approached the consumer, and their creative strategy."
Fox added that another factor was the finalists' "global element." The client wants to increase its European and Asian consumer base. Business Week is trying to expand its appeal to compete with rivals Forbes and Fortune, Fox said.
The client expects to reach a decision by the end of January. Morgan Anderson Consulting in New York is handling the review.