Metromix Selects Burnett

CHICAGO Publicis Groupe’s Leo Burnett is in negotiations to handle creative and media duties on Tribune Co.’s Metromix after a review, sources said. Estimated billings are $10 million.

Burnett here bested two other finalists—sister shop Digitas and Omnicom Group’s DDB, both in Chicago—to land the business, said sources.

Metromix, an online listing of urban hot spots put out by Tribune’s interactive division, is looking to expand beyond its three markets of Chicago, Baltimore and Denver. As such, its ad spend is expected to grow from past levels.

Previously, Metromix used creative agencies on a project basis; media duties were at Omnicom’s OMD in Chicago.

New York-based consultancy Source Martin managed the review. The consultancy did not return calls. Burnett and the client could not immediately be reached.