Grounds Morris nets Canadian Airlines’ UK creative account

By CLAIRE BEALE,, Friday, 05 September 1997 12:00AM

Canadian Airlines has appointed Grounds Morris to handle the creative work on its UK account.

Canadian Airlines has appointed Grounds Morris to handle the

creative work on its UK account.

The creative independent, run by the former Euro RSCG creative

directors, Steve Grounds and Rob Morris, will run the business in tandem

with Neil Campbell, Clark & Taylor’s former new-business director, who

has set up an account handling and new-business company to work

alongside them (Campaign, 11 July).

The three are preparing a print campaign, backed by a claimed budget of

pounds 1.5 million, targeted at business travellers, which will break

before Christmas. Media buying is through Manic Media.

The switch ends the airline’s two-year relationship with Griffin Bacal

and follows a pitch involving three other undisclosed shops.

The Calgary-based airline, in which American Airlines has a one-third

stake, is the result of a merger between Wardair and Canadian Pacific

and has struggled to build an identity separate from its larger rival,

Air Canada.

Canadian Airlines is building its development on the back of a global

relationship with British Airways, which is aimed at counterbalancing

the alliance of Air Canada, United Airlines and Lufthansa.

Griffin Bacal was appointed to handle the launch of Canadian Airlines’

Club Empress business service, but little was spent through the


Campbell said: ’The main problem for the airline is awareness and we

have to deal with that. But its business-class service is more than

comparable to that offered by Air Canada. Also Canadian Airlines has a

very go-getting marketing team.’

Jenny Ruler, the marketing communications manager for the airline, cited

Grounds Morris’s creative approach to integrated communications along

with its ’hands-on’ attitude as the reason for the appointment.

This article was first published on


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