Small reviews for $1 million accounts rarely attract a wide spectrum of enthusiastic agencies-unless the client is The Metropolitan Museum of Art in New York.
The institution's account has agencies large and small suddenly rediscovering their civic-mindedness.
On the contenders list, McCann-Erickson and Grey Entertainment are the two largest shops of the seven the client is considering. The others: six-year incumbent LaPlaca Cohen; The Abelson Co.; As If (formed in April by the merger of Anda & Scotti and the U.K.-based DKO Group); Nappi Eliran Murphy and Crowley Webb & Associates.
Harold Holzer, the Met's vp for communications, said he wanted to compare "museum specialists versus ones who specialize in something else." He's also looking to compare shops with a culture versus experience emphasis.
All the agencies cited a longstanding passion for the museum's contribution to the city as a reason for pitching.