NetJets Hires Havas Worldwide for Digital Ads

Global assignment includes CRM, social media efforts

The aviation company began 50 years ago this week.

NetJets, looking to expand its marketing efforts in its 50th year, has hired Havas Worldwide to lead digital marketing efforts globally.

The agency will be responsible for everything from customer relationship management and mobile marketing to social media outreach and all types of digital ads. Account revenue is estimated at $3 million.

The hire came after a review in which NetJets marketing executives met with a handful of agencies. The identities of the other shops could not be ascertained.

In a statement, Kelly Macauley, vp of global direct and digital marketing at NetJets, said that Havas "has the vision and the capabilities we were looking for to ensure our digital presence meets the expectations of our customers and demonstrates our leadership in private aviation."

NetJets, which began 50 years ago tomorrow as Executive Jet Aviation, is a subsidiary of Warren Buffet's Berkshire Hathaway, whose other investments include Geico and DQ. Havas' challenge is to make the brand seem more of a necessity and less a luxury for well-heeled travelers.

Andrew Benett, the agency's global CEO, said Havas would seek to advance NetJets' "leadership in the private aviation space and break new ground in their brand communications."

Havas will run the account out of its New York office, with help from London and other offices as needed, according to Matt Weiss, the agency's global chief marketing officer. Its first work is expected in the second half of the year.

The agency has been on a new business run of late, landing Liberty Mutual in December, Sears' Craftsmen, Kenmore and Die Hard brands in March and TD Ameritrade last week. On the flip side, its largest global client, Reckitt Benckiser, just shifted creative responsibilities on Clearasil, Finish and Air Wick to other agencies. Havas, however, continues to handle more than a dozen Reckitt brands.

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