Massport Readies For Agency Review

The Massachusetts Port Authority is preparing to place its estimated $1 million advertising and marketing account into review, according to Massport representative Martha Shaw.
The account has been handled by Greenberg Seronick O’Leary & Partners. The contract is reviewed as a matter of course every three years, according to Shaw. The upcoming competition does not reflect any dissatisfaction with the Boston shop, Shaw said.
“I’d love to continue with them,” said agency creative director Gary Greenberg last week. “We’ve had a terrific relationship, appreciate the work and have survived all sorts of different administrative changes.”
Greenberg Seronick’s most recent project for Massport was a 30-second television spot touting planned improvements to Logan International Airport. The humorous commercial features a group of construction workers collecting their equipment from an airport baggage carousel.
A review questionnaire and budget levels are now being formulated, Shaw said. In recent years, Massport has spent about $1 million annually through its ad agency, Shaw said. A request for qualifications is expected to be issued within the next few weeks. A new contract is scheduled to commence July 1 and run for three years.
A review of qualified agencies is expected to begin in March or April by an internal review committee, the makeup of which is being determined, Shaw said.
Joey Cuzzi, director of communications for Massport and the primary agency liaison, must sign off on the selection, as must Massport’s board of directors.
In past reviews, shops in the Greater Boston area with at least some travel and tourism experience have participated.
Under terms of a new contract, the assignment is likely to include broadcast, print and collateral assignments as well as some community relations work to promote Logan International Airport, the Port of Boston and other Massport facilities.