Verizon uses R / GA, retains AKQA for heavy digital work

Verizon has completed its digital agency review, outsourcing much of its business to R / GA and retaining incumbent AKQA.

It’s unclear what the move means for the company’s existing agencies that support digital, including McGarryBowen, SapientNitro and Moxie.

For R / GA, it’s a return to an account that has changed a lot. The IPG-owned store worked on the business a few years ago, when Verizon Wireless was jointly owned by Vodafone. In 2012, Verizon conducted a digital agency review, selecting WPP’s AKQA on the incumbent R / GA.

“As a policy, we don’t comment on our dealings with agencies, but we are constantly optimizing our roster to make sure we have access to the best thinking, the best talent and the most creative ideas,” said Torod Neptune, a spokesperson for Verizon.

R / GA and AKQA declined to comment.

Less than a year ago, Verizon brought in Diego Scotti as executive vice president and chief marketing officer and tasked him with building the global brand, educating and advocating for consumers, and driving awareness. customer preference for the brand across all channels.

Since then, Mr. Scotti’s team has turned to Wieden & Kennedy for a rebranding project. The company also hired Melissa Garlick of Chrysler to lead a brand building group overseeing strategy and creative development across Verizon products and services and across all customer touch points, including advertising, branding, digital content and store design.

Verizon Communications’ holdings include wireless service provider Verizon Wireless and Verizon Wireline, which hosts fiber optic and Internet services under the Fios brand. Verizon announced its intention to acquire AOL last month.

About Donnie R. Losey

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