Space Race To Arnold

The Washington, D.C., office of Arnold Communications last week was named agency of record for International Launch Services.
The San Diego firm, a provider of satellite launch services, results from a joint venture between Lockheed Martin and two Russian entities, Khrunichev Space Center and Energia. The assignment reunites Arnold with Lockheed, a client it lost following its 1995 merger with Martin Marietta. At that time, Lockheed consolidated its corporate ad account at DDB Needham in New York.
“Lockheed Martin went to a corporate agency philosophy with DDB, but because we are somewhat of a niche operation, we need our own identity,” said client representative Julie Andrews. “We just needed not to be part of that corporate program.”
Arnold developed the original logo for ILS, which it introduced at the 1995 Paris Air Show. Since it was named corporate agency for Lockheed Martin, DDB has created mostly print ads to run in trade periodicals such as Aviation Week, Via Satellite and Space Technology.
DDB was among the shops invited to pitch the ILS project. The decision to go with Arnold was based on “the big head start” the shop exhibited from its earlier work. “[Arnold] really demonstrated an understanding of our market,” Andrews said.
Arnold’s assignment is to position the ILS brand in the satellite launch services market through an integrated marketing program. The effort will include trade and Internet advertising, public relations support and events planning. Billings were not disclosed.
Satellite launch services are booming worldwide because much of today’s technology–from television and pagers to weather forecasting and military reconnaisance–depends on the orbiting transmission devices.
Even though ILS is a relative newcomer, the U.S. and Russian interests that make up the partnership have combined to put more than 450 satellites into orbit.