Travel Site Mulls 2 Shops

NEW YORK TripAdvisor is considering two agencies for its estimated $5-10 million ad account following final presentations last month, according to Pile and Co., the consultancy running the review.

TripAdvisor is continuing conversations with Interpublic Group’s Mullen in Wenham, Mass., and independent Connelly Partners in Boston.

The client is seeking a shop to craft its first concerted branding campaign. The company’s search engine helps consumers research their travel plans via the Web, giving them direct access to major online suppliers such as Expedia, Travelocity, Orbitz, and American Airlines for booking trips. In its initial communications to agencies, the client said it preferred a Boston-area shop.

MDC Partners’ Kirshenbaum Bond + Partners in New York and IPG’s Hill, Holliday, Connors, Cosmopulos in Boston are out of contention. There is no incumbent.

Client vp of marketing Christine Petersen is leading the review process.

TripAdvisor is part of IAC Local and Media Services, an operating business of IAC/InterActiveCorp. Mullen works for LendingTree and, also units of IAC.