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Nynex review set to wrap; issues remain — To Consolidate the Media Account, or Not To Consolidate, That Is the Question . . . By Richard Brunell

NEW YORK Nynex Corp.’s $130-million media review now appears to be

Top Nynex marketing executives, in Singapore for a convention, return to the New York area this week and begin going over staffing and compensation questionnaires that, later this week, will be sent to the three finalists: Bozell/N.Y., Chiat/Day, N.Y. and Arnold Fortuna Lawner & Cabot/Boston. The three agencies then will return the questionnaires to review consultant Morgan, Anderson & Co. and will be studied by the client. A final decision is expected near the end of June.
As the review wraps up, Nynex is uncertain about consolidating their entire media account. “Not consolidating has always been an option,” an executive with knowledge of the process said. “One thing (Nynex) has to do is look at the administrative costs of consolidating. Then (Nynex) can consider the effectiveness of consolidating their money in the media marketplace.”
When Nynex began exploring media consolidation last June 7, the review included incumbent agencies Ogilvy & Mather/N.Y., which had the $20-million Nynex corporate portion; Chiat/Day, N.Y., which had the $15-$20-million Yellow Pages part; Saatchi & Saatchi/N.Y.; which had the $5-$10-million mobile communications piece; and outsiders Bozell/N.Y. and Grey/N.Y.
Last November, Nynex Corp. pulled the $50-million New York Telephone and the $30-million New England Telephone accounts into the review. The agencies for those accounts–Young & Rubicam/N.Y. for New York Telephone and Arnold Fortuna Lawner & Cabot/Boston for New England Telephone became contenders.
Copyright Adweek L.P. (1993)