Southwest Airlines' Review Enters Final Stages

Carrier is rethinking positioning after gobbling up AirTran

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Southwest Airlines’ search for strategic and creative help has reached the final four stage.

The remaining contenders, which sources identified as TBWA\Chiat\Day in Playa del Rey, Calif.; Deutsch LA in Marina del Rey, Calif.; Leo Burnett in Chicago; and Arnold in Boston, will be briefed this week at Southwest’s headquarters in Dallas. Final presentations are slated for next month.

The finalists, which declined to comment, emerged from a pack of eight agencies that visited Southwest in the past two weeks.

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