Verizon Wireless has sent requests for proposals to about 20 agencies in the West, Midwest and Southwest for its $40 million retail advertising account in the Northwest, sources said.
Shops in Verizon’s 14-state Northwestern region—stretching from St. Louis to Seattle—have received the questionnaires from consultant Wanamaker Associates in Atlanta. Agencies in Texas have also been contacted, sources said. The incumbent is Campbell Mithun in Minneapolis.
The Northwest review is the third such regional review since the merger that resulted in Verizon. Bates Southwest in Houston won the company’s South Central regional account in October. Hill, Holiday, Connors, Cosmopulos in Boston won the Northeast account in November.
According to the request for proposal cover letter, the focus of the account will be retail assignments, sources said.
“This is a short-notice, nights and weekends client,” with promotional, price-focused ads “to fit within existing guidelines,” according to the cover letter.
Media will be handled by Verizon incumbent Zenith, stated the request for proposal.
Verizon Wireless officials did not return phone calls by press time.
Campbell Mithun will likely defend the business, though an agency official said no decision had been made. The agency continues to handle Verizon Wireless’ Southwest regional business, the official said.
Hoover’s Online ranks the company as the No. 1 wireless service provider in the U.S., with more than 26 million customers.
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