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Amp'd Then There Were 3

Adweek, Friday, April 20, 2007 11:15 AM

Amp'd Mobile has three San Francisco-area ad agencies participating in a review of its $65 million account. Insiders say contenders are Omnicom's Cutwater, Publicis & Hal Riney and independent Butler, Shine, Stern & Partners. The agencies and search consultancy Select Resources decline comment, but final presentations are slated for mid-May, with a decision by the end of the month.

Incumbent Taxi is not involved in the review. Amp'd aims at 15-34-year-old mobile-phone subscribers who like features such as TV service, video on demand and Web browsing on their phones. Last month, the company said it will use Third Screen Media's software to deliver ads within its video.

An RFP values the business at $65 million, although Amp'd spent $35 million in media last year, according to TNS Media Intelligence.

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