Capital One Launches Media Review

Credit card company Capital One, known for its “What’s in your wallet?” creative campaign, has put its estimated $600 million media planning and buying assignment up for review, according to sources.

The incumbent is Publicis Groupe’s MediaVest, which has handled planning and buying duties on the account for the last 10 years.

Sources said the review was procurement driven and that the company has not reviewed media chores the entire time that MediaVest has handled the account.

MediaVest is expected to defend, although a representative at the agency declined to comment, referring questions to Capital One. A client rep didn’t return calls.

MediaVest sister shop Razorfish had handled digital media chores for Capital One, prior to a review conducted last summer, when the assignment then shifted to Dentsu’s 360i.