Wanting to take a fresh creative approach, US Airways has assigned its domestic advertising to Eisner Communications, client sources confirmed.
The Baltimore shop won the account in a quiet review that began in mid-November. Eisner bested incumbent Mc-Cann-Erickson, New York, and undisclosed national and regional agencies. Billings are estimated at $20 million.
Client vice president of marketing Stephen Usery said in a statement, "We are excited to begin working with Eisner as we position US Airways for the future."
Agency president and chief executive officer Steve Eisner called the review incredibly focused. The process involved case histories in comparable businesses. There were no creative presentations.
Eisner cited his shop's strength in the travel, hospitality and retail sectors as factors in the account win. The Arlington, Va.-based airline also had a strong interest in branding experience.
"US Airways is a strong international brand. Our job is to make sure that resonates, not only with customers but with employees and potential passengers," said Eisner. "Loyalty is critical in this category."
The shop's independence helped tipped the balance as well, according to Eisner.
"Our ability to put forth our own plan not encumbered by absentee stockholders really scored significant points with [the client]."
Initial assignments include radio and print ads that will break next month. TV will debut in the spring.
"We've been given tremendous latitude creatively," said Eisner.
McCann's London office continues to handle global advertising.