United Picks Fallon For Consonidated Account

United Airlines consolidated its $100 million global advertising account with Fallon Worldwide after a shootout with Young & Rubicam in New York, United confirmed Monday.

“At the end of the day, Fallon demonstrated that it best understood the best ways to manage our brand and could deliver a strategic vision on what we stand for,” said United representative Matt Triaca.

The business had been split between the two agencies–Fallon handling domestic advertising out of Minneapolis and Y&R handling international work. Citing increasing fuel and labor costs, the Elk Grove Village, Ill., carrier opted late last year to consolidate its global ad account at one of the two.

The review was characterized as “discussions” about how each of the shops would handle the consolidated account.

Last February, Fallon was sold to French-based Publicis Groupe S.A.–a merger that gave Fallon the global reach it needed to compete in the review, one source said.

International media buying, included in the consolidation, go to Zenith Media, the New York shop that jointly pitched with Fallon, from The Media Edge, despite the fact that Publicis handles global media buying for British Air.

“That’s one of those cases where we needed to have assurances that firewalls were in place,” Triaca said.

After three years of a campaign tagged “Rising,” Fallon last year broke work that used United’s company name as a tagline. It was unknown if that strategy would continue.