Borders Considers Trio of Finalists

CHICAGO Borders Group is close to selecting a new agency from three finalists for its $15 million ad account, a client representative said.

Awaiting word from the Ann Arbor, Mich.-based book and music store chain are Interpublic Group’s Carmichael Lynch in Minneapolis, Maxxcom’s Crispin Porter + Bogusky in Los Angeles and independent Richards Group in Dallas, said Anne Roman of Borders.

Borders previously worked with IPG’s Campbell-Ewald in Warren, Mich., on a project basis. The agency, which also handled media buying, completed its last work in April. Proposal requests were sent out in June as part of a process sources said involved consultant Sergio Zyman, the former chief marketer for Coca-Cola.

Borders spent an estimated $10 million on ads in 2002, according to TNS Media Intelligence/CMR.