NEW YORK Tierney Communications has trumped Leo Burnett in a bid for Exelon's $10 million advertising consolidation.
The independent Philadelphia shop already had Exelon's corporate and PECO energy accounts, but wrested the ComEd portion of the business away from Chicago's Leo Burnett, which had held it since the 1950s. The client confirmed that ComEd was the most valuable piece of that pie.
Tierney and Leo Burnett each pitched all three pieces of the business during a two-month review that was sparked by cost-cutting at Exelon. Tierney will be charged with creating a unified look and strategy for the client.
Tierney bested Leo Burnett and Young & Rubicam in 2000 to win the corporate work, and has held the PECO business since 1998, said agency CEO Scott Franks.
"Its an important piece for us. It's quite a recognizable piece," Franks said. "It's a chance to expand our footprint more with on-the-ground marketing in Chicago with ComEd. It represents a very nice win for us."
Client vice president of communications Don Kirchoffner said that Tierney "won by a nose," in a review that employed a rigorous scoring process. "It was just like Seabiscuit," Kirchoffner said. "These were two incredibly strong horses."