NEW YORK Interpublic’s McCann Erickson unit in Detroit was selected as lead agency for Colonial Williamsburg after a review. The business had been at Havas’ Arnold in McLean, Va.
A new campaign from McCann is expected to break in the first quarter of 2010. Ad spending was $3 million in the first half of 2009, following full-year outlays of $6 million and $8 million in each of the past two years, per Nielsen.
The McCann office already works in a similar capacity for the state of Michigan. Forbes cited the agency’s “Pure Michigan” work as one of the 10 all-time best travel campaigns earlier this year.
Sally McConnell, client director of brand strategy and marketing communications, said that category experience played a key role in the agency’s selection. “We chose McCann for their strategic thinking, creative firepower and ability to work across multiple disciplines,” she said in a statement. “Their compelling work in the travel category and ability to create emotional connections with consumers is very appealing to us as we look toward the future of our brand and engaging citizens in the importance of democracy.”
Review contenders were not disclosed.