No agency good enough for Canadian aircraft firm

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MONTREAL -- Montreal-based Bombardier has decided to keep its Business Aircraft division $7m account in-house because the short-listed agencies failed come up with ideas it liked.

A Bombardier spokesman says the company wants to steer away from conventional advertising and look toward an alternative communications program. Strategic planning and media placement will be handled in-house, while the creative will be done by freelancers on a project basis.

One company which may get some of that business is The Richards Group of Dallas, Texas, one of the shortlisted agencies which is also the incumbent on the Learjet account.

The other two short-listed agencies were McCann- Erickson, led by its associate agency, Marketel, and J. Walter Thompson of Chicago. Bombardier Business Aircraft division markets the Learjet, the Global Express jet, the Challenger, and Business Jet Solutions.

Copyright March 1997, Crain Communications Inc.

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