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Participants in Southwest Airlines’ search for additional agency support will be working on ideas for a national fall ad campaign even as the company’s longtime shop GSD&M develops creative strategy for that same initiative.
Linda Rutherford, Southwest Airlines vp of communications and strategic outreach, declined to elaborate on the scope of the assignment in review. She explained the timing of the search by noting the expansion underway at the Dallas-based airline. This year the company will begin integrating AirTran Airways into its Southwest fleet, following the completion of that acquisition last year.
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