Accounts in Review: American Airlines Starts Looking as Nature Made Picks an Agency

As searches for Nature Made and GlaxoSmithKline wound down this week, a global contest for American Airlines began.

Nature Made hired Butler, Shine, Stern & Partners to handle its creative account after a review in which DDB and Cramer-Krasselt were the other contenders, according to sources. The vitamin and supplement maker spent $35 million in media last year, according to Kantar Media.

In making the selection, Etienne Patout, CMO at Nature Made parent company, Pharmavite, cited Butler, Shine's strategic thinking, insights-based creative work and media acumen. The new lead agency succeeds Amazon Advertising in San Francisco.

Meanwhile, the finalists in GlaxoSmithKline's global review of media planning and buying on its consumer healthcare brands, PHD and MediaCom, made final presentations in the U.K. GSK, fresh from an asset swap with Novartis, spends about $900 million in media annually, according to sources. A decision is expected by month's end.

Finally, American Airlines is reviewing both its creative and media business, currently shared by TM Advertising (U.S. creative, media), McCann Erickson (overseas creative) and UM (overseas media). Annual spending is estimated at $60 million.

1

Unilever: Global Media

Media spend: $5 billion
Incumbents: Mindshare, Initiative, PHD
Contenders: Incumbents, possibly others
Decision: December

2

Mondelez: Global Media

Media spend: $1.5 billion
Incumbents: MediaVest, Carat, PHD, Madison
Contenders: MediaVest, Carat
Completion: October

3

21st Century Fox: Global Media

Media spend: $1 billion
Incumbents: Zenith Media, Vizeum
Contenders: Incumbents, others to be determined
Consultant: MediaLink
Completion: November

4

GlaxoSmithKline Consumer Healthcare: Global Media

Media spend: $900 million
Incumbents: PHD, MediaCom, Starcom
Contenders: PHD, MediaCom
Completion: July

5

Sony: Global Media

Media spend: $900 million
Incumbents: UM, Carat, MediaCom
Contenders: Incumbents, undisclosed others
Completion: August

6

General Mills: Media

Media spend: $830 million
Incumbent: Zenith Media
Contenders: Incumbent, others to be determined
Consultant: Joanne Davis Consulting
Completion: October

7

L’Oréal: Media

Media spend: $780 million
Incumbents: UM (traditional), DigitasLBi (digital)
Contenders: Incumbents, undisclosed others
Completion: December

8

Sears/Kmart: Creative, Media

Media spend: $560 million
Incumbents: Sears: mcgarrybowen, Havas Worldwide, Havas Media; Kmart: FCB, Havas Media
Contenders: Teams from Interpublic, Publicis Groupe and Havas led by FCB, DigitasLBi and Havas Worldwide, respectively
Completion: August

9

Citi: Global Media

Media spend: $450 million
Incumbents: MEC, Starcom, Razorfish
Contenders: Incumbents
Consultant: Roth Observatory International
Completion: July

10

Coca-Cola: Media

Media spend: $400 million
Incumbent: MediaVest
Contenders: Incumbent, UM, MediaCom, Ogilvy & Mather (connections planning only)
Completion: July

11

Visa: Global Media

Media spend: $250 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: June

12

Coke Classic: Global Creative

Media spend: $250 million
Incumbent: Wieden + Kennedy
Contenders: Ogilvy & Mather, Sra Rushmore, Santo
Selection: September

13

DraftKings.com: Creative

Media spend: $200 million
Incumbent: Havas Edge
Contenders: BBDO, Arnold, The Martin Agency, Wieden + Kennedy, Butler, Shine, Stern & Partners
Completion: August

14

Olive Garden: Creative

Media spend: $155 million
Incumbent: Grey
Contenders: Incumbent, others to be determined
Consultant: Pile + Co.
Completion: September

15

CVS: Media

Media spend: $85 million
Incumbent: Mindshare
Contenders: Incumbent, undisclosed others
Consultant: Pile + Co.
Completion: July

16

Humana: Creative

Media spend: $80 million
Incumbent: Rapp
Contenders: Incumbent, undisclosed others
Consultant: Select Resources International
Completion: June

17

New York Life: Creative

Media spend: $75 million
Incumbent: Havas Worldwide
Contenders: Incumbent, others to be determined
Consultant: Roth Observatory International
Completion: June

18

American Airlines: Global Creative, Media

Media spend: $60 million
Incumbents: TM Advertising, McCann Erickson, UM
Contenders: Incumbents, others to be determined
Consultant: AAR Partners
Completion: October

19

Priceline: Creative

Media spend: $45 million
Incumbent: Butler, Shine, Stern & Partners
Contenders: Venables, Bell + Partners, BBDO, Grey, Droga5, The Martin Agency, Arnold, Leo Burnett
Consultant: Ark Advisors
Completion: August

20

Nature Made: Creative

Media spend: $35 million
Incumbent: Amazon Advertising
Contenders: Butler, Shine, Stern & Partners, DDB, Cramer-Krasselt
Awarded to Butler, Shine