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Raytheon has tapped Via to create and place a global image campaign scheduled to debut early next year.
“They made a wonderful presentation on where we are strategically and where we want to go,” said client representative Lucy Flynn. A print campaign is expected to break in January, marking the defense- and aerospace-systems sup plier’s first image push in nearly five years, Flynn said. She declined to discuss the budget.
In 2001, Raytheon spent about $5 million on advertising, accord-ing to CMR.
Via’s assignment is to create a “definitive position” for Raytheon in the defense sector; this will likely include a tagline and logo, said John Coleman, CEO and founder of the Portland, Maine-based independent agency.
Via won the business following a review that included other, undisclosed shops, said Coleman.
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