McCann Erickson has retained creative duties on Verizon’s non-wireless communications account — including FiOS TV — after a review, the client has confirmed.
The successful defense comes a month after Verizon confirmed a shift of lead creative duties on its wireless business to Dentsu’s mcgarrybowen in New York from the crosstown office of Interpublic Group’s McCann. The wireless business represented about $25 million in revenue, and McCann stood to lose another $15 million if it lost the non-wireless account, according to sources.
Sources previously identified the other contenders for the business as mcgarrybowen and IPG’s The Martin Agency in Richmond, Va. Client executives notified the agencies of their decision this week.
Mcgarrybowen and Martin could not be reached and McCann referred queries to the client, where a rep confirmed its selection.
Major media spending for Verizon totaled $1.51 billion last year, the bulk of which — $1.11 billion — backed Verizon Wireless, according to Nielsen.
Spending behind FiOS represented just a fraction of the total pie: about $185 million, per Nielsen.