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Delta Air Lines Launches a Media Agency Review

Incumbent DigitasLBi expected to defend

The airline spends more than $50 million annually on domestic advertising. Delta

Delta Air Lines has tapped Joanne Davis Consulting to pilot the carrier's media agency review, sources close to the process told Adweek today.

Delta spends north of $50 million annually on domestic advertising, per Kantar Media. DigitasLBi, a unit of Publicis Groupe, handles the assignment and is expected to defend.

JDC referred Adweek's questions to Delta, which did not immediately respond to a request for comment. DigitasLBi executives could not immediately be reached.

This marks the first major media review of 2016. Last year, unprecedented activity in the space became known as  "Mediapalooza" and saw many top clients put their accounts into play.

While Delta's review isn't as big as some of 2015's high-profile competitions, it could loom large for Publicis Groupe. That's because the French holding company's agencies fared poorly in some of the key "Mediapalooza" contests, making the retention of current assignments more important than ever. 

DigitasLBi, for example, lost a chunk of L'Oréal last year, while its Publicis sibling Starcom Mediavest Group came up short, for the most part, in its defense of Procter & Gamble.

Creative on Delta's "Keep Climbing" campaign has been handled by Wieden + Kennedy, while AKQA was hired last year for digital chores. Neither of those assignments is included in the current review.

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