TOKYO: Boeing, the world's largest aerospace and defence group, is
in the final stages of appointing a new corporate agency in Japan after
eight years of working with Weber Shandwick Worldwide.
The aerospace group undertook the review to address different needs
after the company refocused its business along the lines of six business
divisions earlier this year.
Japan's second largest PR agency, PRAP, is on the verge of winning the
corporate brief to promote all of the new business units in the country
from 1 January. WSW's brief covered only its commercial airplanes
Boeing Japan director of corporate communications Naoko Masuda said:
'PRAP will be handling almost everything, from strategic planning to
media relations, as I'm the only communications person for Boeing in
PRAP made it to the final stages against Burson-Marsteller in a review
that included incumbent WSW.
PRAP executive V-P Satoshi Sugita is set to lead the account with a team
headed by director of communications services Janniss Yang.
Masuda said a final proposal for fees on the account was under
'Boeing is trying to transform itself. Commercial airplanes is still an
important part of our business but we also need to promote our new
business units,' she said.
Boeing recently lost out to Lockheed Martin in a £1.9bn bid to
supply the US military with next-generation communications satellite
The group announced in August it was searching for a comms director for
China following the promotion of Tom Maclean (PRWeek, 3 August).
Maclean relocated to the US in September, reporting to Boeing
vice-president of international comms Matthew de la Haye, and SVP of
international relations Thomas Pickering.
Boeing is also pitching for a UK PR agency, with incumbent APCO one of
four agencies in the running (PRWeek, 26 October).
The group has been forced to shed staff following the 11 September
attacks and downturn in the market, with more than 30,000 employees
being laid off.