Verizon Taps R/GA, Retains AKQA For Bulk of Digital Work

What This Means For Existing Shops, Including McGarryBowen, SapientNitro and Moxie, Among Others, Remains Unclear

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Credit: Bloomberg

Verizon has wrapped up its digital agency review, handing a bulk of its business to R/GA and retaining incumbent AKQA.

It's unclear what this move means for the company's existing agencies that support digital, including McGarryBowen, SapientNitro and Moxie.

For R/GA, it's a return to an account that's much changed. The IPG-owned shop worked on the business a few years ago, when Verizon Wireless was jointly owned by Vodafone. In 2012, Verizon held a digital agency review, selecting WPP's AKQA over incumbent R/GA.

"As a policy we don't comment on our agency relationships, but we are constantly optimizing our roster to ensure we have access to the best thinking, best talent, and most creative ideas," said Torod Neptune, a Verizon spokesman.

R/GA and AKQA declined to comment.

Less than a year ago, Verizon tapped Diego Scotti as exec VP and CMO and tasked him with boosting the global brand, creating consumer awareness and advocacy, and driving customer preference for the brand through all channels.

Since then, Mr. Scotti's team has tapped Wieden & Kennedy for a rebranding project. The company also hired Chrysler's Melissa Garlick to lead a brand creative group overseeing strategy and creative development across Verizon's products and services and for all customer touch points, including advertising, branding, digital content and store design.

Verizon Communications' holdings include wireless-service provider Verizon Wireless and Verizon Wireline, which houses fiber-optic and internet services under the Fios brand. Verizon announced last month its plan to acquire AOL.

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