Checkered Flag Elusive In Alaska Airlines Race

Nearly a year after launching a review for its estimated $10-15 million ad account, it appears that Alaska Airlines has decided not to name an agency of record anytime soon.
Instead, the Seattle-based airline will continue to work with agency WongDoody on a project basis, as it has done for the past year, according to sources. In addition, the company has hired Bondo & Remer of Seattle to produce a TV commercial. Executives at the small agency are acquainted with top airline officials, sources said.
Jack Evans, an Alaska Airlines representative, insisted that the review was ongoing but declined to name the contenders that remain. “We’re looking at a couple of proposals,” he said.
Asked about the Bondo & Remer assignment, Evans said, “I can’t comment on specifics.”
Meanwhile, Adweek has learned that McCann-Erickson’s Seattle office, earlier believed to be one of two finalists for the account (along with WongDoody), is no longer in the review.
Executives at each of the three agencies could not be reached or declined to comment.
The review has taken several twists since it started last fall. It was put on hold last October,
shortly after it began, but resumed in January, with agencies from Seattle and Portland, Ore., invited to the pitch.
Changes in the company’s marketing department have slowed the process, according to sources.
In the meantime, Tracy Wong and Pat Doody have primarily created print ads for the company.
Alaska Airlines parted ways with its previous agency, Goodby, Silverstein & Partners in San Francisco, last year.