Verizon Wireless Makes Local Moves

NEW YORK Verizon Wireless said it has consolidated its local creative, Hispanic and media accounts at three shops.

Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, which already handled Verizon Wireless in the Northeast and Southern U.S., picks up local creative duties nationwide, roughly doubling the size of its account, sources said. Responsibilities will be split between the shop’s New York office and its Greenville, S.C.-based Erwin-Penland unit.

The client spent approximately $350 million last year on local ads across all domestic measured media, per Nielsen Monitor-Plus.

Local creative incumbents that lost out include Campbell Mithun, which had handled the Western region, and O2Ideas, which had serviced the Midwest.

Southfield, Mich.-based Global Hue, the incumbent for national Hispanic duties, now adds responsibility for local Hispanic chores. Shops competing for the business included Viva Partnership, Miami; Zubi Advertising, Coral Gables, Fla.; and Casanova Pendrill, Costa Mesa, Calif. The client spent $55 million on Hispanic advertising last year, according to Nielsen.

Publicis Groupe’s Zenith Media was awarded all local media duties. The assignment now puts the client’s entire media account at Zenith. Previously, it handled national chores and the Western region. The losing incumbents in the other regions could not be immediately determined. The client spent about $1.1 billion on national ads in 2006, per Nielsen.

The move follows a similar consolidation on the landline side of Verizon’s business, which occurred two months ago when IPG’s McCann Worldgroup was the major beneficiary.