PwC Issues RFP for Global Marketing Support

NEW YORK — PricewaterhouseCoopers has sent questionnaires to agencies in New York and San Francisco in an apparent search for ideas to bolster its global marketing efforts.

According to the RFP, the client wants an agency to “build a $1 billion business by 2003.” The account is referred to as B2E, or “business to everything.”

The RFP does not discuss the budget or which types of media the client wants to use, but it asks shops to provide “an explanation of a global advertising launch and campaign … a global marketing and communications plan … [and] a brand strategy,” as well as ideas on public relations. Questionnaires are due back to the New York-based client today.

The RFP also states that “a short list of service providers will be invited to make an in-person presentation prior to May 31.”

Hill, Holliday, Connors, Cosmopulos in New York handles the lion’s share of the PwC account; the client spent about $25 million last year, per CMR. It is unclear if the account at Hill, Holliday will be affected, sources said.

Steve Silber, a client representative, insisted that “Pricewaterhouse has not engaged, nor is it looking for, a new advertising agency.”

Rather, the company seeks assistance with “marketing-collateral support, which includes sales promotional materials, event support,” he said. “There is no [advertising] review. We have no reason to change our agency.”

Another source said PwC is looking for a global ad campaign that encompasses an inclusive, interactive strategy.

Other criteria outlined in the RFP specify that shops have the “ability to deliver the plan across all integrated channels,” and present a “strong creative design portfolio.”

William Stroud, an in-house consultant at PwC who is handling the review, was unavailable for comment.

PwC’s revenue for 2000 was $21.5 billion, according to Hoover’s Online.

— with David Gianatasio