Southwest Airlines Sends Media Business to Spark Foundry After a Review

The account had been with Camelot for 30 years

Southwest remains the largest low-cost airline. Getty Images
Headshot of Patrick Coffee

Southwest Airlines concluded a recent review by naming Spark Foundry as its new U.S. paid media agency of record.

The Publicis Groupe network will handle media planning, buying, analytics, performance and content marketing moving forward.

“We’re excited to partner with Southwest Airlines and drive continued growth for this industry-leading brand,” said the agency’s U.S. CEO Chris Boothe.”With a shared people-first approach to business, we look forward to fostering this trusted relationship and lending our expertise to further Southwest Airlines’ legacy of service excellence.”

The account had been with local independent shop Camelot Strategic Marketing & Media for more than 30 years before the review officially launched earlier this summer. It is unclear at this time which agencies competed against Spark for the business.

On the creative side, Austin’s GSD&M has long served as Southwest’s creative agency of record. Earlier this week, that shop launched “Behind Every Seat Is a Story,” the latest in the brand’s ongoing “Transfarency” campaign. Last year, the agency roster expanded, with digital work assigned to RPA and OgilvyOne.

Southwest remains the largest low-cost airline in the U.S. market. The company spent just over $200 million on paid media in the U.S. last year, according to the latest numbers from Kantar Media.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.