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
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.