WPP Allies in Line for Boeing Promotion

CHICAGO Boeing Corp.’s commercial airplane division is in negotiations with 141 Worldwide to handle a promotional project that will debut later this year, according to a client representative.

The WPP Group agency is expected to bring in other network partners, including OgilvyOne, to assist with the project, which will “reframe and retool” the commercial airplane brand, according to Sue Bradley, a representative for the Seattle division. The project, which will be handled out of the agencies’ Chicago offices, is not expected to involve advertising, she said.

Boeing’s lead advertising agency is Foote Cone & Belding in Chicago. The commercial airplane work does not affect its corporate assignment, Bradley said.

Billings for the project were not disclosed, though a reported $50 million figure was “grossly overstated,” Bradley said. Boeing spent $15 million on advertising last year, according to Nielsen Monitor-Plus.