Mediaedge:cia Wins United’s International Media

CHICAGO United Airlines has awarded international media duties to Mediaedge:cia in New York, while domestic duties will continue be handled by Fallon, a representative for the agency confirmed. The move comes after the Elk Grove Village, Ill., air carrier split with Zenith Optimedia over service issues.

The company, which filed for Chapter 11 bankruptcy protection earlier this month, had been looking to keep the media within Publicis Groupe, most likely at StarLink in Chicago, but opted otherwise.

Mediaedge handled the United account from 1996 to 2001; it will now manage media in all international markets except Japan and Brazil, where ADK and Fallon Sao Paolo, respectively, have the business.

“Reuniting with Mediaedge: cia brings us a partner who is familiar with our business and offers exceptional resources around the world,” said Jerry Dow, United’s director of worldwide marketing in a statement.

Executives from Fallon, which handles United’s worldwide creative and domestic media planning and buying, were asked to assist in the search. United spent nearly $60 million on domestic advertising last year, down from nearly $80 million in 2000. When the global account was consolidated with Fallon and Zenith in 2001, it was valued at $100 million.