Four Shops Remain in Census Bureau's $300 Million Review

Decision Expected in September

By Published on .

NEW YORK (AdAge.com) -- The U.S. Census Bureau has narrowed down its field of potential advertising agencies for its estimated $300 million account to four. Omnicom Group's GSD&M and WPP Group's JWT, Y&R and Ogilvy & Mather are all finalists, according to people familiar with the review.
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The overall objective of the campaign will be to boost participation in the census when it occurs in 2010.

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The request for proposals outlines the need for "a contractor that can create and implement a communications marketing plan that integrates all outreach components of the census, including advertising, public relations, special events, partnerships and more."

Boost participation
The overall objective of the campaign will be to boost participation in the census when it occurs in 2010.

The Census Bureau has made some minor changes to the contract since the RFP was issued in January. The contract is now only a 13-month agreement that can be extended three years or through Sept. 11, 2011. Originally, the contract was set to conclude with the beginning of the 2010 census efforts.

Oral presentations are slated for June 11-29 in Washington. The account is expected to be awarded on or around Sept. 6 of this year.

Y&R handled the advertising for the 2000 census.

Calls to the agencies and the U.S. Census Bureau were not returned by press time.
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