4 Finalists Emerge in Broadcom Review

LOS ANGELES Broadcom Corp. has named four finalists for its creative and media account, confirmed Select Resources International, which is leading the review.

Shops that have advanced are WPP Group’s Cole & Weber/Red Cell in Seattle, Omnicom’s Doremus in San Francisco, Dentsu’s Colby & Partners in Santa Monica, Calif., and independent Godfrey Q & Partners in San Francisco. Agencies that were eliminated from contention were WPP’s J. Walter Thompson in San Francisco and Young & Rubicam in Irvine, Calif., and Omnicom’s DDB in Los Angeles.

Broadcom, which provides technologies and products that enable broadband communications and networking of voice, video and data, has not previously worked with an agency.

The Irvine, Calif.-based client had $1 million in business-to-business ad expenditures last year, according to TNS Media Intelligence/CMR. While account billings are undisclosed, Broadcom is expected to increase its spending for future ad efforts, according to sources.

Broadcom is expected to name an agency by the end of June, according to SRI in West Hollywood, Calif.