“It’s an honor to be expanding our relationship with one of America’s most iconic brands,” said Devika Bulchandani, Ogilvy’s global CEO, in a statement. “We are invigorated by a shared ambition of using the exponential power of creativity to propel Verizon’s brand and business to new heights.”
Roster reorganization
McCann will remain in place until the beginning of 2024, and IPG agencies including R/GA and FCB will remain on the roster. Verizon prefers its existing multi-agency model to one that might shift all of its business into a single holding company or agency network, like Ogilvy parent company WPP, the source confirmed.
In a staff memo obtained by Adweek, McCann global CEO Daryl Lee wrote, “Over the last year, it has become a client of creative jump balls, making it extremely hard for McCann to do what we do best, which is to create enduring brand platforms that support everything a brand says and does consistently.”
Moving business out of McCann, however, follows a period of agency consolidation. Last year, Verizon awarded its media planning and buying business to Publicis Media. After the brand acquired prepaid cell service provider TracFone, it promptly parted ways with TracFone’s existing media partner, IPG Mediabrands agency Mediahub.
In the memo, Lee also shared, “Last night, we were informed by Verizon that we will not be on their creative roster for 2024 and will be transitioning off the business by the end of the year. This is bittersweet news.”
The memo adds that Verizon will work to find new clients and roles for employees who previously staffed the Verizon account. Lee said, “To all the people who toiled on Verizon over the years—we salute you and thank you for your service. You are indeed McCann Strong and represent the best of us!”
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