Electric Boat Account Awarded to Mintz & Hoke

For the second time in recent weeks, Mintz & Hoke has added business that departed re-gional rival Keiler & Co. after the latter’s midyear acquisition of Lockheed Martin.

Mintz & Hoke has picked up advertising chores for submarine maker Electric Boat, a unit of General Dynamics. The Avon, Conn., shop won the seven-figure business after a review of undisclosed agencies. Electric Boat had been a client of Keiler, Farmington, Conn. Keiler parted with Electric Boat after five years following its summer acquisition of Lockheed Martin’s $15 million account, which raised a potential conflict.

The Lockheed win also caused conflict issues for Keiler with helicopter manufacturer Sikorsky Aircraft. That company moved its account to Mintz & Hoke in late October.

The Electric Boat win should help solidify Mintz & Hoke’s reputation in the defense arena, said Bill Field, agency evp/director of ac-count services. “[The assignment] allows a niche for our portfolio that augments what we do in aerospace,” he said. The agency’s defense-related roster also includes Pratt & Whitney and Hamilton Sundstrand.

Mintz & Hoke will be-gin work on a new campaign by the end of 2002 that will consist primarily of print advertising, Field said. New advertisements will promote current products, as well as a new class of submarines the company is developing in conjunction with Newport News Shipbuilding, a unit of Northrop Grumman.

Leading the account team are Field and Dean Simmons, vp/management supervisor.

For now, Electric Boat will continue the current print campaign created by Keiler. Those ads tout the workers responsible for building the company’s nuclear submarines, its main line of business. That effort, dubbed “People of Electric Boat,” broke in June in Armed Forces Journal, Defense News, Submarine Review and other vertical publications.

The recent Electric Boat and Sikorsky wins have helped Mintz & Hoke regain momentum in what began as a rough year. The shop endured a round of layoffs in January and lost the Mohegan Sun Casino ad business, which for several years had been its main creative showcase.