AARP TO NARROW REVIEW

14 Believed to Be Chasing $20 Million Branding Account

Published on .

Most Popular
BOSTON (AdAge.com) -- AARP this week will make a cut in the number of agencies hoping to win its $20 million advertising account, according to executives with knowledge of the review.

Among the 14 contenders

Related Stories:
BOOMERS HOPE TO BREAK AGE-OLD AD MYTH
Marketers Should Heed Generation That's Richer and Willing to Spend
READER'S DIGEST FOLDS BABY BOOMER TITLE
'New Choices' to Publish Final May-June Issue
believed to be competing for the account are Interpublic Group of Cos.' Mullen, Wenham, Mass.; Dallas independent Richards Group; Havas' McKinney & Silver, Raleigh, N.C.; Omnicom Group's BBDO Worldwide, New York; and GSD&M, Austin, Texas.

The two or three finalists to be given a strategic assignment will be notified Monday. MatchWorks, New York, is handling the review.

The branding campaign for the senior citizen's advocacy group will include print and TV.

The incumbent, GMMB, part of Omnicom, is not participating.

The agencies could not be reached or declined to comment by press time.