3 Contend for $20 Mil. Medicare Account

DALLAS—The Academy for Educational Development has named three finalists for a $20 million fall campaign on behalf of the Centers for Medicare and Medicaid. The contenders are GSD&M in Austin, Texas; National Media in Arlington, Va., and Stevens, Reed, Curcio & Company in Alexandria, Va. The goal is to raise awareness of healthcare options available to Medicare beneficiaries. The AED is a nonprofit organization that promotes education in the areas of health, nutrition, the environment and other social issues.

Shops Briefed on New AT&T Assignment

NEW YORK—AT&T Broadband is meeting with agencies regarding a project that will help position the cable unit leading up to its planned IPO. “We are reviewing our marketing strategies and positioning, as most companies do as they approach a change,” said Tracy Baumgartner, an AT&T representative, citing the company’s IPO scheduled for late fall. Nancy McGee, who was made acting svp of marketing after Doug Seserman left in April, is managing the process. The review comes as AT&T Broadband mulls an unsolicited bid from Comcast, which could render the project moot if accepted, sources said. The Denver-based client will continue to work with New York-based Jordan McGrath Case & Partners, which handles corporate-image advertising, and Wunderman, which has direct duties, Baumgartner said. Neither shop is participating in the review, sources said. Billings for the assignment were not disclosed. According to CMR, AT&T’s broadband business spent about $40 million on measured media in 2001 and more than $20 million in the first three months of this year.

D’Arcy Units Merge, Shuffle Staff

NEW YORK—Masius, the financial services shop and unit of D’Arcy Masius Benton & Bowles, is merging with the B2B unit of its Clarion sibling in Greenwich, Conn. The new headquarters will be in New York with 100 staffers. Rebecca Tudor-Foley has been promoted from managing director to general manager, executive creative director of Masius New York. Dave Quincy, formerly managing director of Clarion’s B2B unit, Clarion Brand, has retired from the day-to-day business but will remain a strategic consultant on key client relationships. Andrew Porter remains CEO of Masius, based in London. The New York office of Masius opened one year ago.

Account Activity

Symbol Technologies has hired New York consultancy MatchWorks to conduct an agency search for its estimated $10-15 million account. The Holtsville, N.Y.-based client is looking to consolidate various marketing services at a full-service agency. Symbol has worked with Masius, a unit of D’Arcy Masius Benton & Bowles, for several months. A MatchWorks executive said the shop would likely be invited to participate in the review. … Three shops make final strategic pitches to Cunard Line later this week. The Miami-based cruise company is considering Wieden + Kennedy, Kirshenbaum Bond & Partners and TBWA\Chiat\Day, all in New York, for its estimated $8 million account. New York consultancy MatchWorks is handling the review.