Bartle Bogle's New York office beat out two other New York agencies to win the account, which is worth between $15 million and $20 million. Arnold was cut last week and Lowe was a contender through the end of the review, the executives said.
The city was particularly interested in an agency with expertise in new media, interactivity and mobile marketing, according to one knowledgeable executive. The city was also looking for a shop with a global network and an internationally diverse staff that would be able to help NYC Marketing open more offices outside the U.S.
George Fertitta, the longtime Manhattan advertising executive who was named head of the city's marketing organization this June, oversaw the review. Bartle Bogle, part of a six-office mininetwork based in London, will create a brand-and-image campaign, develop ads for media on the city's street furniture and create programs to push New York to foreign travelers. In early 2006, New York Mayor Michael Bloomberg set a goal of bringing 50 million visitors to the city each year by 2015. (It's projected that a total of 43 million tourists will visit New York in 2006.)
A Bartle Bogle spokeswoman referred calls to NYC Marketing. A spokeswoman for the city did not comment. Lowe couldn't be reached for comment.
Creator of 'Launderette'
One of Bartle Bogle's best known creative efforts was a 1985 campaign, "Launderette," for Levi's that showed model Nick Kamen stripping to his boxer shorts to "I Heard It Through the Grapevine." The spot boosted sales of Levi's 501 jeans and sparked a rebirth in popularity of the Marvin Gaye classic. Bartle Bogle's recent nontraditional efforts include developing "Gamekillers," a TV show for Unilever's Axe men's deodorant and body spray.
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Matthew Creamer contributed to this article.