Carpet One Eyes Six

BOSTON Modernista! is among the six semifinalists for the Carpet One account, according to Select Resources International in West Hollywood, Calif., which is leading the review.

Along with the Boston-based independent, others in the hunt are: Ocean Group, the New York incumbent; Berenter, Greenhouse & Webster, New York; Campbell-Ewald and Colby & Partners, both in Santa Monica, Calif.; and Doner, Southfield, Mich.

The budget is estimated at $20 million, although some sources have said that figure could increase to $50 million [Adweek, Jan. 20]. Carpet One spent $5 million on ads in 2002, according to CMR.

Hill, Holliday, Connors, Cosmopulos of Boston was among perhaps a half-dozen shops eliminated from contention, sources said.

Modernista! has slumped badly since an impressive launch in 2000 and a strong sophomore year in 2001. Last year, despite its vaunted creative reputation, the agency was dumped by retailer the Gap, which had been its flagship client, and won only one piece of new business: juice-maker Veryfine.

Agency founders and principals Gary Koepke and Lance Jensen are personally leading the Carpet One pitch.

The client is looking for a shop to create a national campaign that targets consumers and its 1,000 independent store owners.

A decision is expected by mid-March.

—Rebecca Flass and David Gianatasio