Representatives from J.P. Morgan Chase
McGarry Bowen, a New York-based agency, beat out Omnicom Group's BBDO Worldwide, New York; Interpublic Group of Cos.' Hill, Holliday, Connors, Cosmopulos, Boston; and independent Gardner Nelson & Partners.
J.P. Morgan Chase is the new entity created by the July 1 merger of J.P. Morgan Chase & Co. and Bank One Corp. Gardner Nelson was Bank One's incumbent. Chase's incumbents, Interpublic's Foote Cone & Belding, New York, and Martin Agency, Richmond, Va., did not take part in the review.
The creative duties for J.P. Morgan Chase are expected to encompass a range of services from brand positioning to advertising for the company's retail products, including credit cards, following the merger with Bank One.
Estimated billings: $300 million
Spending on the business has not been stated, but it has been estimated at $300 million. According to TNS Media Intelligence/CMR, J.P. Morgan Chase spent $43 million in measured media in 2003; Bank One spent $143 million.
This is another big win for McGarry Bowen, whose principals include John McGarry, a former executive at WPP Group's Y&R Advertising, and Gordon Bowen, a former creative executive at WPP's Ogilvy & Mather. Last year the agency scored a major win with a large chunk of the $80 million creative account from Marriott International and it also has handles Verizon Communications.