WPP Agency Will Oversee a New Global Initiative

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Corrections been made in this story. See below for details.

NEW YORK ( -- Boeing Co.'s commercial airplanes unit has selected WPP promotions agency 141 Worldwide to manage a new branding project scheduled

Boeing is tied with Airbus as the world's #1 producer of commercial aircraft.
to begin this summer, according to the company.

A Boeing spokeswoman said Chicago-based 141 Worldwide has won the work but the contract has not been finalized. She also emphasized that the contract does not include advertising and that any advertising in support of the branding work would be managed by Boeing's agency of record, Interpublic Group of Cos.' Foote Cone & Belding Worldwide, Chicago.

Value not known
Neither Boeing nor 141 would comment on the estimated value of the work.

Boeing is North America's largest manufacturer of commercial jets and is tied with France's Airbus as the world's No. 1 producer of the same craft. Headquartered in Renton, Wash., it maintains major facilities in that state as well as in California and Kansas and provides a wide range of commercial aircraft-related services, including sales and leasing, maintenance, parts and support services.

Under the terms of the agreement, 141 Worldwide will reach out to other appropriate WPP agencies, such as OgilvyOne, to acquire the services needed for the new global branding initiative. The campaign includes both consumer and business-to-business executions and will focus on Asia, U.K., U.S. and other nations.

Branding, promotion, CRM
The new business is split between branding, promotion and customer relationship marketing assignments.

The WPP agency won the business as part of review that involved Omnicom Group promotions firm GMR Marketing, according to an executive familiar with the account.

U.K. air show
Larry Deutsch, 141 Worldwide's executive vice president and engagement partner, is the global account head on the Boeing account. Mr. Deutsch said the program would be unveiled at a major air show in July in Farnborough, England. "We are excited for this relationship," he said. "It is a wonderful global opportunity to innovate and deliver integration."

WPP acquired 141 Worldwide last year from Cordiant Communications.

Boeing spent $12.1 million on measured media for the first 11 months of 2003, according to TNS Media Intelligence/CMR.

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CORRECTION: The original version of this story inaccurately reported that the Boeing account has been won by three WPP agencies rather than by 141 Worldwide alone. The same story misstated Boeing's measured annual media spend.

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