The decision on the fully integrated account, which also includes media planning and buying, was announced today, said Janet Northen, McKinney's senior vice president-director of communications.
"Everyone did a good job, and it was a difficult decision because it was the future of Nasdaq," said Richard Roth of Roth Associates, the consultant on the review. "They wanted the communications to be as bright and innovative as the product itself. McKinney won by a hair."
Only McKinney, JWT and Bouchez made final pitches. Havas' Arnold, Boston; WPP's Y&R, New York; Grey Global Group's Grey Worldwide, New York; Kirschenbaum Bond & Partners, New York; and the Richards Group, Dallas, participated in the initial review. Incumbent Havas' Messner Vetere Berger McNamee Schmetterer/Euro RSCG did not participate in the review, Ms. Northen said.