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New YORK—The Interpublic Group came from behind last week to beat Omnicom Group for Bank of America’s $170 million consumer and affluent-market account, triumphing in a re view that almost no one expected IPG to win—including its own management.
“Even we thought this account was as good as gone,” said one executive involved in the two-month holding-company shootout.
In the past year, Bozell, the incumbent, saw Omnicom shops encroach on its BofA business. Omnicom’s Doremus, Arnell Group and BBDO picked up responsibilities on b-to-b, brand-identity and a new assignment, respectively.
Although Omnicom overconfidence may have played a part in the decision, IPG’s pitch team simply outperformed its rival in presentations in Charlotte, N.C.,
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