Alaska Airlines has appointed independent agency Mekanism as its new creative agency of record, Adweek reports. Mekanism will open a new Seattle office to serve the client, as well as Amazon, Starbucks and Nordstrom Rack. The agency also has offices in New York and San Francisco.
Mekanism takes over for fellow-independent Wongdoody, which won the business from incumbent GS&P following a 13-month review in 1997. Wongdoody’s most recent work for the client featured Seattle Seahawks quarterback Russell Wilson serving as “chief football officer” for the airline.
The move follows a full rebranding project last month, led by branding and design firm Hornall Anderson, which included a new logo and revised color palette. According to Kantar Media, Alaska Airlines spent just under $8 million on measured media in the first nine months of 2015 and $11 million in 2014.
“They got us. It was a great cultural fit and there was an immediate chemistry between our team and theirs,” explained Alaska Airlines vice president of marketing Sangita Woerner. “Mekanism’s strategic approach to delivering breakthrough creative and mastery of digital advertising, or ‘storytelling for emerging media,’ also set them apart.”
“We are incredibly excited to roll-up our sleeves and begin working with this much-loved and iconic brand,” said Mekanism partner Pete Caban. “Our new Seattle office will put us on the ground locally to support our Alaska partnership, while also providing opportunities for growth amongst the numerous blue-chip businesses in the region.”
Mekanism is currently looking for an executive to lead its new Seattle office and expects to debut new work for Alaska Airlines sometime this spring.