Fallon Works on 'Rising' Successor

United Spots in Production, But Y&R Now on a 'Level Playing Field' CHICAGO--Fallon McElligott is about to go into production on new work for United Airlines, which is in search of a successor to the agency's "Rising" campaign, according to sources. "We're already pursuing a new direction," said David Lubars, co-president and creative director at the Minneapolis agency. Sources said Fallon is considering three concepts, one of which may use the word "Rising" in a different context than the current campaign. Lubars would not say whether the agency had begun production or sold a new campaign to United, Elk Grove Village, Ill. Brought in to assist were Boston-based freelancers Ernie Schenck and Jamie Mambro, formerly a team at Hill, Holiday, Connors, Cosmopulos there, sources said. Eric Block, Fallon's general manager, said a "big focus" of United's advertising next year will be on the carrier's new Economy Plus class of seating. United last week acknowledged it is searching for a new campaign and enlisted Fallon, which handles domestic advertising, and Young & Rubicam, New York, its international agency, to contribute ideas. Sources said the two agencies have been in joint meetings with the client of late, including one last week. One source said the lines between the two shops have been blurred in order to create a "more level playing field." "It's not clear exactly what might happen next," the source said. "[United is] still going through a very healthy debate internally." United representative Andy Plews would not say if either shop had been given the green light for new work, saying it was "not appropriate to talk about production before the launch." Officials at Fallon said the shop is not in danger, and the meetings have allowed each agency to keep track of what the other is doing. Officials at Y&R declined comment and referred calls to the client. Observers of the ad and airline industries said United's decision is a tacit admission that "Rising" was misdirected. Fallon officials maintain it was meant to be a "transitional" message. "It was always intended to go to a bigger place," Lubars said. Plews said United considered the campaign a success, particularly among its business traveler target. "This is a groundbreaking campaign," he said. "It has been effective during the last few years." Some critics, though, thought the work ponderous and esoteric and lacking a clear message for general consumers. Others said that by aiming to show United was addressing issues facing the airline industry in general, it promised too much. United began looking for a follow-up to the 3-year-old "Rising" campaign this summer after management changes there. Among the changes were the naming of Graham Atkinson as senior vice president of marketing and John Kiker as vice president of advertising and communications. United spent $62 million on domestic advertising in 1998, and $43 million through the first six months of 1999, according to Competitive Media Reporting.

Brand Marketing

Fallon Works on 'Rising' Successor

Aaron Baar

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Aaron Baar