TWA PICKS BACKER SPIELVOGEL BATES FOR GLOBAL ADVERTISING
MT. KISCO, N.Y., Jan. 12 /PRNewswire/ -- Trans World Airlines, Inc. today announced that it had retained Backer Spielvogel Bates Worldwide, Inc. in a first major step to reposition itself in the marketplace. With the formal execution of certain agreements last week, control and management of the carrier passed from financier Carl Icahn to a new management team selected by TWA employees and creditors. BSBW immediately assumes responsibility for TWA's more than $60 million global advertising and direct marketing activities. BSBW is credited with earlier distinctive campaigns for other airlines, and since 1985 has maintained the highly successful employee-owner campaign for Avis Rent A Car System, Inc. "The decision to review agencies was based on our desire to redefine TWA's image and to have a consistent marketing theme worldwide through every communication vehicle," said Robert Cozzi, senior marketing advisor for TWA.
"We believe BSBW will provide the focus and continuity that are required in today's hotly-contested global markets."
BSBW is one of the largest marketing communications companies in the world, with 167 offices in 50 countries and annual billings of $5 billion. It replaces Avrett Free & Ginsberg which had managed the TWA account since 1990. -0- 1/12/93 /CONTACT: Don Fleming of TWA, 914-242-3760/
CO: Trans World Airlines, Inc.; Backer Spielvogel Bates Worldwide, Inc. ST: New York IN: ADV SU:
AH-SB -- NY106 -- 4129 01/12/93 14:52 EST
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|Date:||Jan 12, 1993|
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