IPG Creates a Bespoke Ad Agency Team to Help Launch LATAM Airlines

The largest airline group in Latin America

Interpublic is creating a new agency group led by McCann Worldgroup and IPG Mediabrands to work for LATAM Airlines, which is now the largest airline group in Latin America after the consolidation of the LAN and TAM airlines.

IPG won the business after a review, that began in March, which involved five agency holding companies. IPG's bespoke agency team will be named Graphene and is responsible for global planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate. Working with Graphene, LATAM Airlines will roll out a new corporate brand image initiative over the next three years.The changes will start to be visible in the first half of 2016.

The Chilean-based airline company is not considered a conflict with McCann Erickson client American Airlines, which the agency is defending in a creative review. LATAM and American are both part of the Oneworld Alliance, as is Cathay Pacific, which McCann also handles.

Aside from McCann Erickson and Initiative, the IPG team will include Worldgroup entities Reprise, Cadreon, MRM//McCann and Craft. It will be overseen by IPG svp, managing director Terry Peigh, who is actively involved with IPG's multi-agency offerings.