Mattel Narrows Short List In Review for Third Agency

EL SEGUNDO, CALIF. – Mattel has reportedly narrowed the list of contenders in its search for a third agency-of-record to four shops: Chiat/Day, Venice, Calif.; DDB Needham, DMB&B and McCann-Erickson, all L.A.
Each agency reportedly received a strategic and creative assignment for a specific product line. It’s not known if each agency was given a different assignment and if the work involves the actual products that would eventually be awarded to the winning shop. Mattel has declined to discuss the assignment for which the agencies are competing.
Mattel has said the assignment given to the winning agency could include businesses currently at Ogilvy & Mather and Foote, Cone & Belding, in L.A., but some sources involved in the review believe this search is for a separate assignment. Presentations are scheduled for early March.
Executives at agencies believed to be involved either did not return calls or refused to say whether they were involved in the search.
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