The review, which is understood to have been procurement-led, was handled by the AAR. The account had been tipped to go to Walker Media, whose sister agency, M&C Saatchi, won the MFI from Publicis in December 2006. Zenith's win concludes a pitch that began in July, when MFI drew up a shortlist of five agencies, including Universal McCann Manchester, BLM and OMD UK. Universal McCann and OMD were dropped at a later stage.
ZenithOptimedia has retained the £26 million MFI media buying and planning account following a shoot-out against Walker Media.