FOUR AGENCIES MAKE SHORTLIST FOR J.P. MORGAN REVIEW

Advertising Work Covers Retail Banking Business

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NEW YORK (AdAge.com) -- J.P. Morgan Chase, the new entity created by the July 1 merger of J.P. Morgan Chase & Co. and Bank One Corp., has selected four ad agencies to compete
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for its retail bank business account, according to executives familiar with the matter.

The four shops involved are: independents McGarry Bowen and Gardner Nelson & Partners, both of New York; Omnicom Group's BBDO Worldwide, New York; and Interpublic Group of Cos.' Hill Holliday Connors Cosmopulos of Boston and New York, said knowledgeable executives.

Agency executives declined to comment. Calls to Chase were not returned at press time.

Account value unknown
Spending on the business has not been stated. According to TNS Media Intelligence/CMR, J.P. Morgan Chase spent $43 million in measured media in 2003; Bank One spent $143 million.

Agency presentations are set for the second week of August, several executives familiar with the matter said. Agencies are expected to respond to Chase's request, made via a late June request for proposals issued several months ago, for ideas on positioning, identity and messaging work.

Current advertising
Though an agency has not yet been selected, the newly merged entity has already begun to advertise under the Chase name in some areas. One week ago, in the New York market, TV spots created by Gardner Nelson for its client Bank One broke with revised creative under the "Chase" moniker, which is what the retail banking operations will be named. The ads promote the "maximum strength" checking service, a popular and successful free-checking product offered for over a year by Bank One in its retail markets.

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Hillary Chura contributed to this article.

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