The pitch, which was run from New York, saw McCann beat competition from US-based outfits including Bates Technology Group, Doremus, Arnold and Mullen, all of which presented with their respective media departments.
Avaya's global creative account was handled by its sister IPG network, FCB. In the UK, it was handled by Banks Hoggins O'Shea/FCB, with Brand Connection, formerly MBS media, responsible for the media account.
McCann's successful pitch is thought to have been bolstered by its experience working with Lucent Technologies, Avaya's parent company. Although the precise nature of the brief is not yet known, a large proportion of the work will be business-to-business advertising.
Avaya, which has clients including Egg, BSkyB and BT, both sponsored and provided technology for the World Cup in June. It recently launched a £750,000 new-media marketing campaign via Sports.com to raise awareness of its World Cup sponsorship, as part of its strategy to use sports events to improve its branding and presence.
Universal McCann recently picked up the $40 million global media planning and buying account for ExxonMobil. It also won the global strategic media planning account for the Scottish distillery William Grant.
Neither McCann nor Avaya were available for comment as Campaign went to press.
Avaya, which is based in New Jersey, designs, builds and manages communications networks for more than one million businesses worldwide, including several US government clients.