Missile Maker's Goal: To Be American Icon

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Raytheon’s first national image campaign makes an appeal to patriotism in an effort to position the client as a trusted corporate partner and American icon, not just a maker of missiles and other implements of war.

Work from independent shop Via, in Portland, Maine, which Raytheon hired in October, began rolling out last week in political and defense publications such as Defense News, National Journal, Aviation Week and Jane’s Defense Weekly.

Ads tagged, “Customer success is our mission,” focus on people rather than hardware in an attempt to humanize the giant defense contractor, an agency representative said.

One execution shows...

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