- Twists and Turns in Hunt for Monster.com
NEW YORK--TBWA\Chiat\Day was among the agencies that met last week with executives from Monster.com to check chemistry and credentials, sources said. TBWA\C\D, New York, withdrew from another review--for rival site HotJobs.com--to pursue the $75-90 million Monster business but previously was not identified as a contender [Adweek, Aug. 7]. The agency could not be reached. DDB, New York, said it withdrew from contention. The other contenders have been identified as incumbent Mullen, Wenham, Mass; Arnold Communications, Boston; Wieden + Kennedy, Portland, Ore.; and New York shops BBDO, Bozell and Ogilvy & Mather. A cut to finalists is expected this week.
- Mullen Emerges in Pitches for Hummer, Instinet
BOSTON--Faced with the possible loss of Monster.com, one of its largest clients, Mullen has emerged in separate reviews for Hummer and Instinet. Along with Mullen, Wenham, Mass., participants in the review for General Motors' $20-million Hummer account include incumbent Pyro Brand Development, which is pitching with The Richards Group, both in Dallas; The Martin Agency of Richmond, Va.; and McCann-Erickson in Detroit, sources said. Three others remained undisclosed. Mullen is facing off against Doner, Southfield, Mich., and New York shops DiNoto Lee, and Broulliard Communications for Instinet's $15 million account, sources said. Instinet, a unit of Reuters, is seeking a shop to launch a Web brokerage that will cater to individuals [Adweek, July 17]. Briefings are scheduled for this week, and pitches in mid-September.
- Arnold, Mirror Image Make it Official
BOSTON--As expected, Arnold Communications last week was named agency of record for Mirror Image Internet, a unit of Xcelera.com that provides online content delivery systems [Adweek, July 31]. In a statement, Arnold described the assignment as a "multimillion dollar worldwide advertising account." The client in Woburn, Mass., will initially spend at least $15-20 million through Arnold, sources said. The Boston agency will craft a brand-building campaign through print ads in vertical publications, direct marketing, interactive executions and cable TV efforts. Mirror Image also announced the selection of Greenough Communications Group, Boston, to handle corporate reputation and marketing public relations campaigns. The annual PR budget is approximately $500,000.
- Into Networks Launches Agency Search
BOSTON--Into Networks is searching for an agency to handle its $2-3 million advertising account. Work for the Cambridge, Mass., company, which has created a content delivery platform for streaming software-on-demand over broadband networks, includes banner and print ads and general branding efforts. This will be the first ad agency of record for Into Networks, according to an official at Pile and Co., Boston, which is leading the search. The Cambridge, Mass., office of interactive shop Razorfish, which handles Web site development for Into Networks, is expected to continue working with the company. Semifinalists will be selected by the end of August, with a decision coming in October.