USPS Nears Finish

The U.S. Postal Service is in the final stage of the review for its $100 million account.

Last week, three agency teams were told they had “advanced” to the last round, sources said. They are Interpublic Group’s Foote, Cone & Belding in New York, pitching with Frankel, Chicago; Havas shops Arnold in Boston and partner Brann Worldwide, Wilton, Conn.; and IPG’s Campbell-Ewald Ad vertising in Warren, Mich., along with DraftWorldwide in Chi cago.

But that caused confusion among the other contenders, which insisted they remained in the game. On Friday, Mark Guilfoil, a contracting officer with the Washington D.C.-based USPS, supported that notion.

“All proposals are being considered, and none have been eliminated,” he said. He added that several contenders are being asked additional questions following the presentations that took place earlier this month.

Also pitching the business are Bcom3’s Leo Burnett in Chicago; Cordiant Communications’ Bates; Bcom3’s D’Arcy Masius Benton & Bowles; and Grey, all New York.

Media chores, previously with Grey’s MediaCom in New York, are also part of the review.

The client wants the eventual winner to put together a strong retail program, with an em phasis on direct and online work, according to sources.

Key for the USPS is having the winning team craft efforts to underscore the relevancy of the post office to contemporary consumers and to promote frequent use of a broad range of products and services, sources said.

A USPS marketing executive said in February that the advertising tagline, “Brought to you by the United States Postal Service,” which broke that month from Burnett, will continue no matter the review’s outcome.