Via Lands Raytheon Assignment

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. Raytheon’s account will be handled out of the shop’s Boston and Portland offices.

Raytheon has struggled in recent years, posting a 2001 loss of $765 million on flat sales of about $17 billion. It lost $570 million through the first half of 2002 on sales of about $8 billion. Ray theon cur rently ranks fourth behind Lockheed Martin, Boeing and North rop Grumman in defense. As 2002 began, Boeing introduced image ads by Foote, Cone & Belding in Chicago that carried the tagline, “Forever new frontiers” [Adweek, Jan. 28].

The account gives Via a potential creative showcase and at the same time provides its new Boston outpost with a solid foothold in that market, according to Coleman. Other clients on Via’s roster include Banknorth; Stora Enso; Adams, Harkness & Hill; and Beacon Capital Properties.

Raytheon will continue to work with Parker Stephens in Costa Mesa, Calif., for product advertising, said Flynn. That agency last month broke a campaign for Ray theon’s missile-defense technologies. One ad showed the Washington Monument with the headline, “Missile defense.” Copy on an outdoor ad read, “Bringing home the promise of missile defense.”