Accounts in Review: Roster Shops Battle for Wells Fargo’s Media Prize

Outsiders need not apply. Wells Fargo's media review involves roster shops only, pitting Omnicom Group's OMD against Interpublic Group's UM. OMD plans and buys traditional media, and UM handles digital media. The consolidated prize is considerable: the bank spends about $170 million in media annually. The jump ball comes a year after Wells Fargo shifted its creative business from DDB to BBDO, and a selection is expected in April.

Further down the track are pitches for Ameriprise's core creative business and Scotts Miracle-Gro's media account. Four contenders, which we've unearthed below, made final presentations to Ameriprise this week. And the five Scotts finalists—yes, five—are due to present to company executives the second week of March. Pile + Co. is managing both searches.


Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December


Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide; Kmart: FCB, Havas Media
Contenders: Teams from Dentsu, Interpublic, WPP, Publicis Groupe
Completion: May


JCPenney: Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, undisclosed others
Completion: February


U.S. Army: Creative, Media

Media spend: $185 million
Incumbent: McCann Erickson
Contenders: Incumbent, others to be determined
Completion: March 2016




Wells Fargo: Media

Media spend: $170 million
Incumbent: OMD (traditional), UM (digital)
Contenders: Incumbents
Completion: April



Scotts Miracle-Gro: Media

Media spend: $80 million
Incumbent: MEC, Active International
Contenders: MEC, Horizon Media, Zenith Media, Mediahub, Havas Media
Consultant: Pile + Co.
Completion: March



CarMax: Media

Media spend: $60 million
Incumbent: In-house
Contenders: Horizon Media, OMD, Vizeum
Completion: February


Ameriprise Financial: Creative

Media spend: $40 million
Incumbent: R/GA
Contenders: McCann Erickson, FCB Garfinkel, Zimmerman Advertising, Merkley + Partners
Consultant: Pile + Co.
Completion: February