Bloomberg pitch down to four

Singapore - Bloomberg Television has shortlisted four agencies for the final round of pitching for its regional creative account, with an appointment expected to be made within the next few weeks.

Head of media distribution & business development for Bloomberg TV Shawn Galey would not reveal the names of the shortlisted agencies but told Marketing the process, which involved around 12 agencies, had been extensive and he learned a lot about the Bloomberg brand.

"Our brand proposition is quite a bit different from an FMCG so it's really been quite interesting to see what works and what doesn't work for our brand. We've intentionally looked at a wide range of agencies and we didn't just shortlist the big boys," he said.

The winning agency will help Bloomberg launch an integrated multimedia campaign across the region and Galey said he was still "on the fence" on whether or not to appoint a media agency for the work.