M/C/C Takes Over Raytheon’s Marketing

DALLAS M/C/C has been awarded marketing communications duties for Raytheon Commercial Infrared, which makes thermal imaging cameras.

The Dallas shop won the account of the locally based company after a formal review with three undisclosed firms, according to M/C/C president and founder Mike Crawford. The two incumbents, Boston-based Richmond Communications and Dallas’ Ryan & Partners, were let go in January, he said.

M/C/C will be responsible for expanding Raytheon’s brand awareness in new and existing target markets through a national ad campaign in the third quarter of this year. The effort will include print, collateral and direct mail.

The shop will also target public relations at the media, business customers and, for various products, consumers, the shop said.

“A lot of research and analysis went into establishing the positioning for the company,” Crawford said. “There are so many opportunities available for [Raytheon’s] products. They’re taking their technology and putting it into areas of safety and security across the board.”

Raytheon Commercial Infrared designs, manufactures and sells a wide range of thermal imaging products and other technology to the security, firefighting, public safety, transportation and industrial markets.

Billings are undisclosed.