Wireless Service Moves Media Chores

NEW YORK Amp’d Mobile, the wireless phone service provider, has awarded most of its media planning business to Taxi and some planning and buying chores to Horizon Media.

The client confirmed the switch today; the assignments moved without a review.

The work had been with Aegis Group’s Carat, which could not be reached for comment.

Horizon will handle broadcast and interactive buying, as well as interactive media planning. The rest of the client’s planning will be done by Taxi.

On Thursday, Carat issued a statement that said agency and client “mutually decided to part ways over a competitive concern,” suggesting a conflict was the issue. It could not be determined which Carat account presented a conflict.

Many details about the switch are unclear, including whether Amp’d held a review or handed the media assignments off to Taxi and Horizon.

Amp’d launched its phone business last fall and spent just $5 million on ads in the last two months of 2005, according to TNS Media Intelligence. But sources said the client’s media budget calls for spending $50 million annually.

Taxi already handled Amp’d creative. Horizon had not been on the roster. Both shops are New York independents.

This story updates an item posted earlier today with confirmation of the switch and additional details.