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Burnett Team Had Only 1 United Vet
CHICAGO–Leo Burnett brought one creative idea to its pitch for Delta Air Lines and that was all it needed to land the $100 million account.
The winning effort will attempt to “rebuild the relationship between the airline and consumers,” said Lisa Bennett, evp and managing creative director. Delta had by far the worst record for overbooking its flights in 1999’s second quarter. Also, Delta’s “On top of the world” campaign from Saatchi & Saatchi was seen as not reflecting Delta CEO Leo Mullin’s focus on improving service.
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