Accounts in Review: Royal Caribbean nears its media decision

From AdWeek
General Mills, meanwhile, enters the search spree By Andrew McMains
Two weeks after picking Mullen Lowe to handle its creative account, Royal Caribbean is about to hire a media agency.

Three contenders traveled to the company’s headquarters in Miami today to make final presentations, according to sources. Sources previously identified the finalists as Media Storm, Mediahub, and the incumbent, Mindshare.

Mediahub is the media arm of Mullen Lowe, so if that player wins, the cruise line will have bundled creative and media under one roof. Royal Caribbean spends about $80 million in media annually. A decision could come as soon as next week.

Also, in a preternaturally quiet week, General Mills on Thursday dove into the media search fray with its first major review of planning and buying since 2001. The process is expected to extend into the fall.

1 Unilever: Global MediaUnilever: Global Media
Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December
2 21st Century Fox: Global Media21st Century Fox: Global Media
Media spend: $1 billion
Incumbents: Zenith Media, Vizeum
Contenders: Incumbents, others to be determined
Consultant: MediaLink
Completion: November
3 Sony: Global MediaSony: Global Media
Media spend: $900 million
Incumbents: UM, Carat, MediaCom
Contenders: Incumbents, others to be determined
Completion: August
4 General Mills: MediaGeneral Mills: Media
Media spend: $830 million
Incumbent: Zenith Media
Contenders: Incumbent, others to be determined
Consultant: Joanne Davis Consulting
Completion: October
5 L’Oréal: MediaL’Oréal: Media
Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, others to be determined
Completion: December
6 Coty: Global MediaCoty: Global Media
Media spend: $600 million
Incumbents: OMD, Havas Media, Zenith Media
Contenders: Havas, Zenith, possibly others
Completion: June
7 Sears/Kmart: Creative, MediaSears/Kmart: Creative, Media
Photo: Getty Images
Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas led by FCB, DigitasLBi and Havas Worldwide, respectively
Completion: August
8 Citi: Global MediaCiti: Global Media
Photo: Getty Images
Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July
9 Coca-Cola: MediaCoca-Cola: Media
Photo: Getty Images
Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Carat
Completion: July
10 Visa: Global Media Visa: Global Media
Photo: Getty Images
Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June
11 CVS: Media CVS: Media
Photo: Getty Images
Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: July
12 Royal Caribbean: MediaRoyal Caribbean: Media
Photo: Getty Images
Media spend: $80 million
Incumbent: Mindshare
Contenders: Incumbent, Mediahub, Media Storm
Completion: June
13 Humana: CreativeHumana: Creative
Photo: Getty Images
Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June
14 New York Life: CreativeNew York Life: Creative
Photo: Getty Images
Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June

IMAGE; Mindshare is defending against Mediahub and Media Storm for Royal Caribbean’s business.

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