Verizon Reviews for Yellow Pages

Verizon Information Services is looking for the first ad agency to handle its estimated $30-50 million Yellow Pages business, including its electronic phone and retail directory

RFPs were sent to 15 shops across the U.S. last week, including roster and nonroster shops, said Stephanie Hobbs, a representative for the Dallas company.

“We’re looking for someone … who will be a strategic and integrated partner and has a broad-brush branding approach,” said Marilyn Burrows, executive director of marketing for Verizon, which was formed in July through the merger of GTE and Bell Atlantic.

The review is being handled by Mary Maroun of Combustion, a New York consultancy.

A campaign next year will use TV, radio, print, direct marketing, outdoor, interactive and ethnic marketing, said Hobbs. “We have ethnic directories and are looking for a fully integrated agency that has reach into ethnic regions,” Hobbs said.

On Verizon’s corporate-image roster are La Agencia de Orci, Los Angeles, Burrell Communications, Chicago, Arnold Worldwide, Boston, The Lord Group, New York, and Temerlin Mc Clain, Irving, Texas.

Credentials meetings will be in January, and strategic and creative pitches in February. A selection is expected by the end of February.

Since becoming Verizon, the company has held a series of reviews. Last month, Hill, Holliday, Connors, Cosmopulos in Boston won Verizon Wireless’ $50 million Northeast retail account; Bates Southwest in Dallas won the client’s South Central retail account.