Taxi too small?

L.A.-based Amp'd Mobile has launched a review for the creative portion of its $65 million business, writes AdWeek. A list of contenders is expected in the next two of weeks, and the client is said to already prefer a local shop.

Amp'd is considered a youth brand, targeting 15-34-year-old users, and claims it added over 100,000 subscribers in 2006, including 70,000 in the fourth quarter, when distribution at Circuit City and Best Buy chains was established.

Independent Taxi in New York, the incumbent, has been "invited to defend, but it is a scale issue and they know it," Amp'd CMO Doug Dobie is quoted as saying. "Taxi has done a good job as a boutique, and they served us really well early, took us from no brand recognition to tremendous brand recognition, but they are New York based, and a smaller shop."

"The company has ambitious plans and not only needs a larger agency, but one that can provide round-the-clock service," he said.