Delta sets up $45 million shoot-out

Petrecca, Laura; Chura, Hillary; Goetzl, David; Krol, Carol; Snyder, Beth
July 1999
Advertising Age;7/19/1999, Vol. 70 Issue 30, p3
Trade Publication
This article reports on the decision of Delta Air Lines to conduct a review of its global advertising account, in the wake of recent management changes as of July 2005. The company set a competition among incumbent Saatchi & Saatchi, TBWA Worldwide, and Leo Burnett Co. The agencies are scheduled to pitch the business in late August, according to one executive close to the situation. Saatchi North American Chairman-CEO Jennifer Laing said Delta's reevaluation was expected in the wake of recent management changes at the airline. The new management team has apparently not been satisfied with Saatchi's creative. During the spring, Delta nixed Saatchi's On Top of the World tag line for a branding campaign. It was unclear whether the review would affect media buying handled by ad agency Zenith Media of New York.


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