Its experience in the category played an important role in helping McCann-Erickson land Boeing's $30 million ad account last week.
The agency's Los Angeles office, which handled McDonnell Douglas in the mid-1990s (before it was acquired by Boeing), emerged as the winner of the Seattle-based company's account after a review that lasted four months.
McCann prevailed over finalists Bozell and Publicis, both Seattle, and Young & Rubicam, San Francisco. The 25-year incumbent, Cole & Weber, Seattle, defended the account with sister agency Ogilvy & Mather, New York, but was cut earlier. The review was handled by consultancy Geduldig & Ferguson, New York.
"[The review] was a long, hard road with a lot of work put into it," said Hank Wasiak, McCann-Erickson's executive vice president, managing director of the West Coast. He cited the agency's aerospace experience as a large factor in its selection. Separately, the shop had also been working on an undisclosed project for the aerospace firm's military division during the pitch.
McCann's pitch team, which emphasized a global approach, consisted primarily of executives from the L.A. office, but also got help from New York headquarters and other offices, said Wasiak.
The agency will help the aerospace company create a "communications program that will help
position Boeing around the world," and help the company grow, Wasiak said. A global campaign is expected to break before the end of the year.