Baskin-Robbins, a division of Allied Domecq Quick Service Restaurants, called the review in March. San Diego-based VitroRobertson was Baskin-Robbins' creative incumbent.
Contenders for the account were Hill, Holliday, Connors, Cosmopulos, in Boston, and Mullen, in Wenham, Mass., both part of Interpublic Group of Cos., and Omnicom Group's TBWA/Chiat/Day, New York. The agencies could not immediately be reached or declined to coment.
Hill Holliday, however, picked up the media planning and buying portion of the account, which had been with sibling Initiative Media in Los Angeles. Hill Holliday also has the account for Dunkin Donuts, also part of Allied Domecq Quick Service.
Based in Randolph, Mass., Baskin-Robbins spent $7.3 million on measured media last year, according to TNS Media Intelligence/CMR.