Vonage Launches Review for Media, Creative Duties

Pitch Comes Just Months After New CMO Takes the Reins

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Barbara Goodstein
Barbara Goodstein
Vonage is in the early stages of both media and creative agency reviews, Ad Age has learned.

The company recently issued a request-for-information to agencies and enlisted the support of Roth & Associates in the search. The review comes three years after the company hired Omnicom's PHD and TBWA/Chiat/Day in 2009. Neither agency could immediately comment on the matter.

Vonage in a statement said both TBWA and PHD have been invited to participate in the review process, expected to wrap in January 2013. The review doesn't impact the company's Hispanic marketing efforts, which are currently handled by Vox Profero, nor direct mail, handled by The Agency inside Harte Hanks.

The review comes as the New Jersey-based global communications company is trying to expand into new markets, and shortly in the wake of it bringing on a new top marketer. Vonage named Barbara Goodstein its new CMO this summer, replacing Scott Ballantyne, who left to join Fab.com after a year on the job.

She brought with her over 25 years of marketing experience, with roles at AXA Equitable and JPMorganChase. Ms. Goodstein oversees marketing and sales, including advertising and media, segment marketing, promotions and merchandising, direct and indirect distribution channels, customer lifecycle management, market research and business analytics.

"Barbara brings a wealth of innovation, marketing and strategic management experience to Vonage," said Marc Lefar, Vonage's CEO, at the time of her hire. "Her strong leadership and creativity will be immensely valuable to Vonage as we execute on our growth initiatives in international long distance, mobile and international expansion."

Part of her remit is overseeing what seems to be a growing marketing budget. In 2011, Vonage spent $132 million on measured media in the U.S., up about 10% from 2010, according to Kantar Media.

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