Nasdaq Whittles Down To Three Finalists

NEW YORK–Nasdaq has narrowed the field of contenders for its $30 million account to three: McKinney & Silver, Raleigh, N.C., J. Walter Thompson and Bouchez Kent + Co., both New York, sources said.

The New York-based client briefed the finalists Tuesday on a creative assignment in preparation for pitches in about two weeks, sources said. A decision is expected by the end of July.

Five other agencies were considered, but cut after the client visited them last week. They are Boston-based Arnold and New York shops Grey, Young & Rubicam, Kirshenbaum Bond & Partners and incumbent Messner Vetere Berger McNamee Schmetterer/Euro RSCG.

Nasdaq launched the review for creative and media duties in late May. The process is being managed by New York-based Richard Roth Associates, which could not be reached for comment.

The cut to finalists ends the client’s 12-year run with MVBMS. One of the best-known campaigns from MVBMS for the 30-year-old electronic stock market highlighted Nasdaq-listed companies such as MCI Worldcom, Intel, Microsoft, Staples and Starbucks. The tagline was, “The Stock Market for the Next 100 Years.”