NEW YORK Independent Boston boutique Modernista! has become the second agency to pull out of Virgin Mobile USA's estimated $50 million creative and media planning review, sources said. Last week, WPP's Berlin Cameron/Red Cell in New York withdrew.
The move comes as the Warren, N.J.-based client readies for this week's final presentations from such agencies as incumbent Leagas Delaney in San Francisco, and Publicis Groupe's Fallon in New York and Minneapolis.
A client representative declined to comment on any aspect of the review. Berlin Cameron executives in New York could not immediately be reached nor could Modernista! executives.
New York consultancy Gilbert Taney Farlie is managing the review. Virgin Mobile CMO Howard Handler is the key decision maker for the client.
Berlin Cameron was named a finalist last week in a separate review for another Virgin-affiliated company: Virgin Atlantic Airways' estimated $15 million account. That client yesterday confirmed contenders that also include, Crispin Porter + Bogusky in Miami; Interpublic Group's The Martin Agency in Richmond, Va., Mullen in Wenham, Mass. and Omnicom Group's Merkley Newman Harty & Partners and TBWA\Chiat\Day, both in New York.
Roth Associates in New York is handling the Virgin Atlantic review.