Lucent Spinoff Names 4 Finalists

Hill, Holliday, Connors, Cosmopulos and Mullen are facing off against The Martin Agency and DDB Worldwide for the global advertising account of a Lucent Technologies spinoff.

HHCC here and Mullen in Wenham, Mass., are sister Interpublic shops.

Pile and Co., the consulting company in Boston, is overseeing the search for Murray, Hill, N.J.-based Lucent.

Billings have not been disclosed, but sources said initial spending on the assignment, which includes both creative development and media chores, will be $20-25 million.

The finalists were chosen from a field of about 10 contenders following a client review of creative and strategic materials and video presentations about each agency, said Sue Sienko, director of corporate advertising at Lucent. The four agencies were selected based primarily on their high-tech acumen, global capabilities and print portfolios, she said.

The winning agency’s mission: craft a strong first-half 2001 brand introduction for the new company. Creative work will focus on print.

The spinoff, to be led by Lucent executive vice president John Dickson, will focus on microelectronics and communications technologies, marketing integrated circuits to firms that manufacture cellular phones and other wireless communications devices. It will also provide various technology used in data networks worldwide. Revenue for those segments at Lucent was about $4 billion in the last year.

A November decision is likely.