In an effort to retain the $136 million account, FCB, part of Interpublic Group of Cos., joined with Publicis Groupe's Frankel in a joint pitch. A few days ago, after they failed to win the work, both agencies said they were strongly considering a protest. But today, FCB issued a statement saying it would not protest the award.
"We are disappointed not to have been chosen in the U.S. Postal Service agency consolidation," said an executive involved in the joint pitch. "We're proud of the work our agency has done for this important client, and we wish them well in the future."
Previously, the Postal Service had four agencies, with FCB handling direct marketing and Frankel handling point-of-purchase work. But in its latest review, the Postal Service moved to consolidate with a single agency all ad assignments except minority campaigns in a bid to save money. Campbell-Ewald and DraftWorldwide joined together for a single bid, with Campbell-Ewald being the lead agency.
Interpublic's Initiative Media will now do media buying.