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Three shops have advanced to the final round of the review triggered by United’s merger with Continental.
The finalists are Arnold, mcgarrybowen, and TBWA\Chiat\Day, according to United Continental Holdings. A selection is expected in July.
Airline executives met with eight creative agencies—including Continental incumbent The Kaplan Thaler Group, Saatchi & Saatchi, and Goodby, Silverstein & Partners—before selecting the finalists. United’s creative incumbent, Barrie D’Rozario Murphy, declined to defend.
The review includes creative as well as media planning and buying.
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