MINNEAPOLIS - Fallon McElligott's windfall from client Northwest Airlines two weeks ago has forced the agency to consider new ways to service its clients.
Sources said last week that Fallon is planning to establish a new retail advertising unit to service the large retail portion of the Northwest account.
Agency spokesperson David Sigel acknowledged that Fallon has considered setting up a retail advertising department, but said at this time plans are still very preliminary.
'Right now we are experimenting with the idea of having some integrated marketing subsidiaries, which might include retail advertising, sales promotion, direct marketing, public relations,' Sigel said.
'We have in place, and have had for years, a graphic design subsidiary, Joe Duffy Design,' he added.
Sigel pointed out, however, that unlike the Joe Duffy Design, which does work for Fallon clients in addition to independent clients, a retail advertising arm would not be a separate operation.
Sources said that a retail advertising arm would allow Fallon to demonstrate its commitment to Northwest's sizable newspaper-heavy retail advertising needs while preserving the agency's creative reputation with its other clients.
Copyright Adweek L.P. (1993)