Swiss engineering and power giant ABB is reviewing its estimated 10m global corporate account held by McCann-Erickson.
The review follows internal restructuring and the appointment of Fiona McKerrow as ABB’s new head of creative services, overseeing advertising. McKerrow was formally art director for London-based publishing company Jobson.
She says: “Right now we are having a complete re-evaluation of what we are doing and our brand positioning. Because of this, we are addressing housekeeping issues.”
McCann won the account, which consists of both creative work and media buying, in 1996 after a four-way pitch against then-incumbent GGT, GGK Zurich and Ogilvy & Mather. It is understood McCann has been invited to repitch.
ABB was formed in 1988 from the merger of Swedish organisation Asea and Swiss-owned Brown Boveri. It has run a series of corporate campaigns since then, including some TV and a recent series of ads in the Financial Times with the tagline “Ingenuity at Work”, a play on the company’s engineering background.
ABB is due to announce its annual results for 1998 later this week. One forecast from Bank Sarasin has anticipated operating earnings after depreciation of about 2.2bn, which is up 93.6 per cent from the 1.1bn it posted at the end of 1997.