NYPD In Contract Negotiations For Recruitment Ads

NEW YORK — The New York City Police Department is currently negotiating with one of four agencies contending for its estimated $30 million, five-year creative assignment to boost recruitment, sources said.

Sources identified three of the four contenders: Omnicom’s Bernard Hodes Group and TBWA\Chiat\Day, and the Wolf Group, all New York. The companies declined to comment. Hodes bills itself as a “recruitment marketing specialist” and has worked for Kellogg’s and GlaxoSmithKline, while TBWA\C\D has created ads for the New York City Board of Education’s teacher recruitment initiative over a year ago. Wolf has done advertising for New York & Co., the city’s tourism bureau.

Once negotiations are complete, the NYPD will hold a public hearing to approve its selection, a representative for the department said. It will not release the choice until that date is set. The negotiations are expected to be finished within the next two weeks, sources said.

According to the RFP, which was given to roughly 70 agencies last June, sources said, the department is looking to spend approximately $6 million a year for five years to attract applicants to the police academy.