TBWA\Chiat\Day Secures Cunard

NEW YORK-TBWA\Chiat\Day has won the estimated $8-10 million Cunard Line account, which includes both creative and media duties.

The New York shop beat out Kirshenbaum Bond & Partners and Wieden + Kennedy, both New York, after a two-month review in which incumbent Tinsley Advertising in Miami declined to defend. Cunard, also based in Miami, is a luxury cruise line. Its executives heard final pitches from the agencies last Friday.

Initial duties include the global re-branding of the Cunard Line portfolio, which includes the world’s most famous ship, Queen Elizabeth 2 and a newly designed European program for Caronia.

In addition, TBWA\Chiat\Day will launch the highly anticipated Queen Mary 2 — the first newly constructed ocean-liner in over 30 years.

MatchWorks, a New York consultancy, conducted the review.