RFPs Go Out in Maytag Corp. Media Review

LOS ANGELES — RFPs have gone out for Maytag Corp.’s $100 million-plus media consolidation review, sources said.

Shops receiving the invitation include Maytag incumbent Bcom3’s Starcom, Chicago; Interpublic Group of Cos.’ Initiative Media North America, Chicago, the incumbent on Maytag unit Hoover; WPP Group’s Mediaedge:cia and Aegis Group’s Carat, both Chicago; independent Horizon Media and Publicis and Cordiant Communications’ Zenith Media, both New York; and other undisclosed shops.

Chicago-based consultant Jones Lundin Beals is handling the search for the Newton, Iowa-based appliance maker. Although the search is currently limited to media buying, the client has indicated that planning may be included later on [Adweek, March 18], and the RFP does ask for examples of media planning experience. A decision is expected by the end of the month.