‘WSJ’ Contracts Mcgarrybowen

NEW YORK Dow Jones & Co. has hired independent mcgarrybowen to create a brand image campaign for The Wall Street Journal and its online edition, the client confirmed.

Billings were not disclosed, but major media ad spending on the newspaper has ranged between $5 million and $7 million in recent years. The assignment to mcgarrybowen appears to be new.

In addition to mcgarrybowen, the client considered two other shops for the task: Publicis Groupe’s Publicis in New York and Trahan, Burden & Charles, an independent in Baltimore that handles ads for the newspaper’s online edition, according to sources. The agencies declined comment, and Dow Jones refused to discuss the selection process.

In a statement, however, the company confirmed the new hire. “Dow Jones has added the advertising agency mcgarrybowen to its roster of agencies to work on a branding campaign for The Wall Street Journal print and online franchise. The company will continue to work with its current agencies, including TBC, Wunderman and Berlin Cameron United.”

WPP Group’s Berlin Cameron creates ads for the newspaper’s weekend edition, while Wunderman, a unit of WPP Group’s Young & Rubicam Brands, handles direct marketing efforts designed to increase paid circulation.

Last year, through November, ad spending on the WSJ was nearly $6 million, according to Nielsen Monitor-Plus. In 2004, the total was about $5 million, per Nielsen.

Mcgarrybowen, a New York shop whose other clients include Chase, Reebok and Marriott, now has billings of about $600 million.