Eisner’s Mission: A New Offense For General Dynamic’s Defense

General Dynamics, the defense systems supplier headquartered in Falls Church, Va., has awarded its newly consolidated advertising business to Eisner & Associates in Baltimore.
The account budget was undisclosed.
The client has asked Eisner to resurrect its long dormant corporate account and create a brand identity. The shop will also take over the advertising for the client’s operating divisions ranging from Quonset Point, R.I., to Sterling Heights, Mich.
“It’s premature to discuss billings,” said agency vice president of business development Abe Novick. “General Dynamics is a company that has undergone tremendous growth. Part of our assignment will be to assess [the company’s] marketing needs and resources.”
Four contenders were culled from a field of 15 shops, according to the client. The four finalists for the business included Eisner and three other agencies which had worked for the client’s various divisions: Keiler & Co. of Farmington, Conn.; Phillips-Ramsey of San Diego; and Wyse Advertising in Cleveland.
“In Eisner, we found an ideal partner,” said Paul Hesse, corporate vice president of communications at General Dynamics. “We look forward to working with them and doing great work together.”
Eisner is charged with repositioning the $5 billion company to the investment community, the government as well as other defense-related contractors.
“This business represents an important creative and strategic opportunity for the agency in the area of corporate and image development,” said Steve Eisner, president and chief executive officer of the agency.
General Dynamics supplies defense systems to the U.S. government and its international allies. The company has two main operational units: the Marine Group designs and builds nuclear submarines and military surface ships; the Combat Systems Group develops armored vehicles and components such as transmissions, engines, turrets and high-speed gun and ammunition handling equipment. The firm employs 26,000 people.