Finalist Reynolds & Associates Also Picks up Ad Duties

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NEW YORK ( -- Airline Aeromexico is set to launch a new ad campaign in the next couple of weeks with its new creative partner, Crispin Porter & Bogusky.

The Miami-based agency won the account, estimated to be worth around $5 million, following a two month competitive review process that involved Interpublic Group of Cos.' Martin Agency, Richmond, Va., and independent Reynolds & Associates, Manhattan Beach, Calif. Aeromexico's incumbent agency, WPP Group's Y&R Advertising, Miami, did not participate.

First airline account
Crispin Porter's creative work will be targeted toward U.S. business travelers to Mexico. While the ad agency hasn't worked with an airline before, Crispin Advertising, the agency's predecessor, counted Aeromexico as a client back in the 1980s.

Mark Simmons, managing director of

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Crispin Porter's Los Angeles office, couldn't elaborate on the content of the new work, except to say that some of the creative presented as part of the pitch was likely to be used. He believed the client chose Crispin Porter in part because of its reputation for nontraditional advertising techniques, such as its work for BMW of America's Mini Cooper. The Areomexico campaign will largely consist of print and guerilla marketing elements.

Mr. Simmons said the agency demonstrated they understood Aeromexico's business by interviewing staff and business travelers. He also said that although Aeromexico was a brand leader at home, it wasn't very well known in the U.S., though Los Angeles and Miami were two of its biggest markets. "They are the biggest brand in Mexico, we're going to help them breakthrough here," Mr. Simmons said.

Assignment for Reynolds
Reynolds & Associates, which also pitched the creative, confirmed it is gaining a tactical assignment from Aeromexico to handle local markets and Hispanic marketing.

The airline, represented by Omnicom Group's Gibert DDB, Mexico City, in its domestic market, did not return calls. According to Taylor Nelson Sofres' CMR, Aeromexico Airlines International spent $6.82 million on measured media in 2002.

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