After more than five years of working with Interpublic Group of Cos.' R/GA, Verizon Wireless is shifting its digital creative business to AKQA, according to industry executives.
The decision came after a search that began in January and was managed by Santa Monica, Calif.-based consultancy Select Resources International. Agencies under consideration included SapientNitro, Publicis Groupe 's Denuo, Interpublic's Huge and incumbents R/GA and Moxie Interactive. A document describing the scope of work stated that the winning shop's duties would include e-commerce, social media, customer-relationship management and retail.
The win is significant for AKQA, with the account estimated to be worth $10 million annually, executives said.
As the fourth biggest spender in the U.S., Verizon Communications, including its wireless, landline and cable businesses, spent $2.45 billion on advertising in 2010, according to Ad Age DataCenter.
Verizon and AKQA did not respond to requests for comment before press time. R/GA referred calls to client.
R/GA has also handled digital work for other Verizon business units including Fios, which were not included in this review. Dentsu's McGarryBowen, which is the creative agency of record for Verizon Wireless, was not impacted either.
