'Unsatisfied' Verizon Punishes Interpublic with Review

20 January 2004

Interpublic Group is in danger of losing a multimillion-dollar account after US client Verizon Wireless declared itself "not satisfied".

The telecoms giant -- America's number one wireless communications provider -- has decided to review the creative portion of its $826 million (€668m; £463m) ad business after complaining about the agency group's performance to date.

"We're not satisfied with what we have received from Interpublic … and we're going to have an agency review," declared Verizon spokeswoman Brenda Raney.

Interpublic-owned Bozell handled the account until about a year ago, when the holding company folded the agency into Lowe Worldwide in New York. The enlarged Lowe has overseen the business ever since, continuing the Test Man campaign created by its predecessor.

It has been claimed that Verizon was recently in talks with other IPG agencies, such as McCann-Erickson Worldwide in New York, as it searched for new ideas.

Raney revealed that Interpublic shops would be invited to pitch in the review. She added that regional Verizon accounts currently held by local IPG shops would not be affected.

Data sourced from: AdAge.com; additional content by WARC staff