Verizon Expects Quick Turnaround in Digital Review

Marketer aims to complete search in March

At least at onset, Verizon Wireless has an aggressive timetable for completing its digital creative review.

The telecommunications giant hopes to complete the process in just two months, according to its request for proposals. To meet its mid-March deadline, however, Verizon will have to quickly review initial agency submissions, which are due this week.

Based on the submissions, Verizon executives will select a half-dozen digital shops to meet with during the week of Jan. 30, the RFP notes. After those meetings, the execs—including vp of marketing communications John Harrobin—will narrow the field to three or four finalists. Final agency presentations are slated for the week of Feb. 27.

Verizon is looking at all facets of its digital creative efforts, including website development, online ads, search marketing and social media marketing—business that is now split primarily between R/GA and Moxie Interactive. The marketer also uses other digital shops on a project basis. The primary incumbents are expected to participate in the review.

With repeated references to collaboration and integration, the RFP emphasizes the importance of teamwork and coordination among roster shops. Other Verizon Wireless agencies include mcgarrybowen (the lead traditional creative shop), UM (media planning) and Zenith Media (media buying).

Beyond telecommunications, Verizon in interested in agencies with experience in the entertainment and technology sectors in particular. The RFP asks for examples of past work in each of those categories.

Managing the search is Select Resources International, a consulting firm based in Santa Monica, Calif.

Verizon spent $1.2 billion in media in 2010 and more than $886 million in the first nine months of 2011, according to Nielsen. Those figures do not include online spending.