AKQA has won the Verizon Wireless digital marketing account, which has been in review since January. AKQA said its duties will also include digital assignments such as e-commerce, business-to-business, mobile interface design and in-store digital experiences.
According to an AdAge story, the account is worth $10 million, and AKQA beat SapientNitro, Publicis Groupe's Denuo, Interpublic's Huge, and incumbents R/GA and Moxie.
R/GA will continue to perform digital marketing for Verizon property Fios, according to the article. A Moxie spokeswoman told ClickZ Friday that the Atlanta-based agency will continue to work with Verizon on social, B2B, value, eCRM, and media segments.*
The competitive agency review suggests that Verizon, one of the biggest U.S. advertisers across media, deems digital marketing to be worth the same kind of scrutiny that it gives traditional channels. The brand's certainly been active in emerging media. As one example, for both the Verizon and Verizon Wireless brands, the New York-based company has repeatedly purchased Twitter's Promoted Trends to push new products or services. Twitter says it charges $120,000 per day for the ad unit.
AKQA said it will lean on its New York office to handle the account. And for the second year in a row, the 11-year-old digital shop is hiring 100 new staffers, entailing technologists, strategists, and creatives. The new staff will be based in its three U.S. offices, including San Francisco and Washington, D.C.
*This article has been updated; a previous version did not include Moxie's statement about its role in future campaigns.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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