BOMBARDIER GOES IN-HOUSE
By Adnews Staff
Bombardier's Business Aircraft division has landed most of its $10 million account in-house because the short-listed agencies didn't come up with new ideas to communicate with the company's potential customers, spokesperson Ahmed Galipeau told Adnews last week. Bombardier wants to steer away from conventional advertising and redirect itself towards an "alternative communications program." The short listed agencies "failed to come up with new ideas," he said. Strategic planning and media placement will be done in-house. Creative will be done by freelancers on a project basis, and possibly by The Richards Group of Dallas. The Richards Group was one of the short listed agencies, and is the incumbent on the Learjet account. The other two short-listed agencies were McCann-Erickson (lead by Marketel of Montreal) and J. Walter Thompson of Chicago. Bombardier's Business Aircraft division markets the Global Express jet, Challenger, Learjet and Business Jet Solutions.