An AMV BBDO advertising supplement: AMV secures pounds 2.5m British Caledonian brief at second try

15 October, 1982

15 October, 1982



Abbott Mead Vickers SMS’s billings will top pounds 28 million following

its win of the British Caledonian Airways account, expected to be worth

pounds 2.5 million next year.



In the past four weeks, the agency has picked up Alberto-Culver, also

worth pounds 2.5 million, and K Shoes, worth pounds 1 million.



’It is one of the best runs of account gains we have ever had,’ said the

agency’s managing director, Peter Mead. He added that he had never

before known a client to reach a decision so quickly.



’We ended our presentation at 5.30pm on a Monday evening and heard we

had been appointed at 11.00am the next day,’ he said.



Mead said all agencies were keen to secure an airline account and

British Caledonian was Abbott Mead’s first, although it pitched for the

business last year.



’We were very disappointed not to get it then,’ Mead said. ’This time

around, we put an enormous amount of planning effort into our

presentation.’



Abbott Mead competed with DDB and FCB for the account. The airline took

its business away from Saatchi & Saatchi after BA switched there from

FCB last month.



British Caledonian’s first campaign through its new agency will break in

December using TV and press.



Mead said: ’It will be very exciting and very different from any other

airline advertising.’ But he added that the slogan, ’We never forget you

have a choice’, will be retained.



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