Delta Is Looking Beyond Saatchi

TBWA/C/D, Burnett Have Met With Client; Ad Brief Expected Soon
NEW YORK–Delta Air Lines is talking to agencies about its ad account, currently at Saatchi & Saatchi, the client confirmed. Those shops are believed to be TBWA Worldwide and Leo Burnett, according to sources.
Informal meetings have occurred and the Atlanta-based client is expected to brief the shops within weeks, sources said. But it’s unclear which part –if not all–of the business is in play.
“Delta basically talks with various agencies in the normal course of business and, in that, we respect the confidentially of those discussions,” said Martin White, vice president of consumer marketing at Delta.
Delta is seeking a stronger global identity in an increasingly competitive market, especially since the carrier recently aligned with Air France to serve customers in Europe and other overseas destinations.
Saatchi, which landed what was billed as a $100 million account in March 1997, is taking a wait-and-see...