Independent Wieden + Kennedy has won Delta Air Lines’ ad account following a review.
The shop’s New York office overcame Omnicom Group’s BBDO, New York, in the final round.
Atlanta-based Delta last year spent $20 million in major measured U.S. media on its namesake brand, down 44 percent from 2007’s total of $36 million, according to Nielsen. The figures do not account for online spending.
“Wieden is an excellent agency with a proven track record of innovation and creativity, based on unique customer insights,” said Tim Mapes, Delta’s svp, marketing, in a statement. “We look forward to working with Wiedeen as we focus the Delta brand on the needs of Delta customers globally.
“Throughout the pitch process, we found ourselves continually impressed by Delta’s spirit and determination,” said Dan Wieden, president and CEO, in a statement. “If a man is measured by the company he keeps, we are proud to stand beside Delta. We look forward to making great work for the world’s number one airline for years to come.”
The shop’s account pitch team included its New York and Portland, Ore., offices, supported by international teams in Tokyo, Shanghai, Delhi, Amsterdam and London. The Delta account will be led by Wieden in New York with regional support from Portland, Amsterdam and Tokyo.
Eliminated earlier from the mix were Publicis Groupe’s Saatchi & Saatchi, WPP Group’s Ogilvy & Mather and Interpublic Group’s Deutsch, all of which pursued the business from their New York offices.
Saatchi was said to have partnered with its Boston-based sister shop Digitas, Delta’s lead creative agency globally. The carrier consolidated its global creative duties at Digitas early last year after working in the U.S. with SS+K in New York.
This story updates and replaces an earlier item with agency and client confirmation.