The $50 million business is currently consolidated at McCann-Erickson Worldwide, New York.
The review is significant because GrandMet's print budget-largely due to its liquor brands-puts it in the upper ranks of print advertisers in the U.S.
"Periodically we review the media buying to make sure we are as efficient as possible," said an IDV spokesman.
SHOPS VIE FOR ACCOUNT
IDV, which encompasses Heu-blein, Carillon Importers and Pad-dington Corp., is the biggest spender in print among the three GrandMet units. GrandMet spent $39.3 million in print for its liquor brands in 1996, according to Competitive Media Reporting.
By contrast, Pillsbury spent $14.3 million in print; the burger chain, only $794,400 in print.