The move by Verizon came without a review. Draft, which is Verizon's direct marketing agency of record, teamed up with Lowe, its sister shop, to pitch Verizon for the consolidated assignment. Draft and Lowe will work on consumer, long distance, broadband, business-to-business and corporate brand advertising.
Verizon's sprawling ad account has been handled by Arnold Worldwide, Boston; The Lord Group, New York; and Temerlin McClain, Irving, Texas. Zenith Media, New York, continues to handle media.
The Verizon decision doesn't affect Verizon Wireless' ad business, which remains with Bozell, New York, except for regional assignments.
"There are two words that sum up this change -- efficiency and brand," said Janet Keeler, Verizon senior vice president for brand management and marketing services. "By bringing all of our advertising and marketing services work under one group -- the new Draft/Lowe Lintas partnership -- the Verizon brand will be managed more centrally, more consistently, efficiently and effectively."