NYC Marketing Eyes Wolff Olins

NEW YORK NYC Marketing is expected to name consultancy Wolff Olins to handle a comprehensive marketing effort, said sources.

The Omnicom unit, with offices in New York, San Francisco and London, will develop a brand identity system and logo design for licensed initiatives.

Wolff Olins was among seven agencies reviewed by New York chief marketing officer Joseph Perello.

“We’re looking at the city’s brand with a number of companies, but we haven’t made a decision yet,” said deputy CMO Jeff Sofka. Wolff Olins referred calls to the client.

A full contract must be approved by the comptroller’s office. But getting that approval could prove tricky, as comptroller William Thompson has asked the city to scrap a $166 million deal with Snapple, contending the process that led to its selection was improper.

City officials have acknowledged that after the Department of Education had chosen Snapple to sell juice drinks and bottled water in schools, it extended the deal with the White Plains, N.Y.-based beverage maker to thousands of public buildings without entertaining any other bids. Octagon, N.Y., handled the Snapple talks with the city, but also represents Snapple parent Cadbury Schweppes in other matters, fueling Thompson’s ire.