Roster Shake-Up at Delta

CHICAGO Creative for Delta Air Lines’ namesake brand is being pulled from Leo Burnett and will be handled at least in part by boutique shop Brighthouse, the client said.

Separately, the client is primed to award ad chores on its Song carrier to Kirshenbaum Bond & Partners, sources said.

Separately, creative for the client’s flagship Delta brand is being pulled from Leo Burnett and will be handled at least in part by Atlanta boutique shop Brighthouse, along with an in-house team, the client said in a statement. Delta media duties handled by Starcom Worldwide are not affected. Both Burnett and Starcom are units of Publicis Groupe.

New York independent KB&P will handle Song’s creative on a project basis, with its Media Kitchen and Lime units working on the low-cost airline’s media and public relations/promotions accounts, respectively, sources said. The ad budget for Song, which launched this year, is expected to be $10-12 million, sources said.

KB&P officials declined comment and Delta officials could not immediately be reached regarding Song.

Media expenditures on the Delta brand have dropped from $65 million in 2000 to $33 million last year, according to TNS Media Intelligence/CMR.

The move away from Burnett by the Atlanta-based carrier is intended to cut costs, sources said. Like many U.S. airlines, Delta has been struggling financially in the wake of the Sept. 11 terrorist attacks and the lingering recession.

—with David Gianatasio and Alicia Griswold

This story updates a previously posted item.