Accounts in Review: As Infiniti (Finally) Ends, Two Media Reviews Heat Up

Infiniti lived up to its name. Seven weeks after final pitches and 10 months after laying the groundwork for its global creative review, the luxury automaker finally selected a new lead agency: Crispin Porter + Bogusky. The brand is now shifting from search to production mode, as Crispin begins to develop a campaign for the Q3 that will launch next summer.

Two big spenders in retail and casual dining, meanwhile, are reviewing their media planning and buying accounts. JCPenney has just begun, with an request for proposals expected in the next three weeks, while Bloomin' Brands, parent company of Outback Steakhouse, is close to picking finalists. Oh, and late Friday, Mullen had something to toast: being named new lead agency on Patron.


Sprint, Broadcast Creative

Media spend: $450 million
Incumbent: Figliulo & Partners
Contenders: Deutsch LA, Arnold
Consultant: Mercer Island Group
Completion: November


Infiniti, Global Creative

Media spend: $450 million
Incumbent: TBWA
Contenders: Crispin Porter + Bogusky, Bartle Bogle Hegarty, Anomaly, Goodby, Silverstein & Partners
Consultant: Roth Observatory International
Awarded to Crispin


JCPenney, Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: January


Bloomin’ Brands, Media

Media spend: $150 million
Incumbent: Carat
Contenders: Incumbent, undisclosed others
Consultant: Joanne Davis Consulting
Completion: December


Brown-Forman, Global Media

Media spend: $100 million
Incumbent: UM
Contenders: Incumbent, undisclosed others
Consultant: External View Consulting Group
Completion: December


New York Lottery, Creative, Media

Media spend: $50 million
Incumbents: DDB, OMD
Contenders: Creative: incumbent, FCB Garfinkel, McCann Erickson; Media: incumbent, Initiative, UM
Completion: November


Patrón creative, media

Media spend: $40 million
Incumbent: Cramer-Krasselt
Contenders: Mullen, Goodby, Silverstein & Partners
Consultant: Select Resources International
Awarded to Mullen


OppenheimerFunds, Creative

Media spend: $20 million
Incumbent: Havas Worldwide
Contenders: MRM, Wieden + Kennedy, Mullen
Consultant: Ark Advisors
Completion: November