As Saatchi & Saatchi Advertising ramps up production on a new image campaign for Delta Air Lines, the agency has tapped 8-year veteran Roger Rowe as executive vice president and executive creative director.
Rowe (shown here) will oversee all creative efforts on Delta for the New York office, which serves as the lead agency on the global account. He will report to Saatchi’s chief creative officer, Stan Becker, in his new post. Saatchi won the $100 million account earlier this year after a review.
Rowe said his biggest task will be to implement the new image effort for Delta.
The new campaign will likely continue the ‘On top of the world’ tagline currently used in the agency’s ads for Delta’s revamped trans-Atlantic business class service, and will likely break sometime in September.
‘It will blow you away,’ promised Rowe.
The agency is also studying other promotional strategies for Delta following its rollout of a ‘living billboard’ near the Port Authority bus terminal in New York.
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