Navistar Rumbles Into Fallon




Agency Succeeds O&M on $6-7 Mil. Account
CHICAGO–Navistar International tapped Minneapolis agency Fallon McElligott to handle its $6-7 million advertising account, company officials said.
The Chicago-based heavy truck manufacturer chose Fallon after a review that lasted two months and included Howard, Merrell & Partners, of Raleigh, N.C., and Arnold Communications in Boston, according to Andy Opila, the company’s vice president of branding.
The review began after the company split with Ogilvy & Mather, Chicago, in February.
Navistar officials who heard presentations from the three agencies were impressed with Fallon’s account planning, research and creative capabilities, Opila said. Fallon will be responsible for continuing the brand awareness started by O&M.
“The more we’ve seen over the past year, the more we’ve gotten focused on driving our brand experience,” Opila said.
O&M last fall broke a national advertising campaign for Navistar that included the brand’s first TV spot in 12 years, which aired during ABC’s Monday Night Football. Print executions ran in national newspapers and business magazines.
The campaign was tagged, “Delivering. Beyond the expected.” Opila said he did not know whether the tagline will continue under Fallon.
Navistar is the leading North American producer of heavy and medium trucks and school buses under the International brand.
The company posted sales of $8 billion in 1998.