Raytheon Review Ends at CEA

Automotive, Aviation Experience Key to Win
BOSTON–Following a lengthy review marked by potential conflicts among contenders and the departure of a key client decision maker, Raytheon Co. awarded its $15 million ad account to Campbell-Ewald Advertising in Warren, Mich.
McCann-Erickson in Los Angeles and Keiler & Co., Farmington, Conn., were the other finalists in a competition run for the Lexington, Mass., company by Pile and Co. in Boston.
Incumbent Ingalls in Boston did not participate but is expected to retain some assignments, including Raytheon global recruitment, which the agency shares with Omnicom Group’s Bernard Hodes, New York.
CEA was tapped to create and place corporate campaigns and ads for Raytheon’s business divisions, including defense, business and consumer electronics, said Skip Pile, president of Pile and Co.
“[CEA] did an excellent job demonstrating they can do a good job,” said Phyllis Piano, Raytheon’s vice president of corporate affairs and communications, who joined the company in recent weeks and will serve as the agency’s main client contact.
CEA officials declined comment.
The agency’s mix of automotive, aviation and industrial experience with clients including Ameritech, Continental Airlines and General Motors’ Chevrolet and AC Delco divisions all contributed to the win, sources said.
Raytheon’s recent growth, including its absorption of the defense systems units of GM’s Hughes Electronics and Texas Instruments, led to the search for an agency to develop a global brand image across all product lines. –David Gianatasio