Southwest Mulls New Strategy in Creative Search

RFP cites business growth, copycat rivals

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Don’t be fooled by its name. Southwest Airlines is a big national player and, with its $1 billion acquisition of AirTran, will begin to start flying to Mexico and the Caribbean.

Southwest claims to carry more domestic passengers than any other airline. In short, the carrier, in its 31 years with lead creative shop GSD&M, has vaulted from being an underdog to a big cheese. All that growth has given Southwest marketing executives pause. Is the brand’s long-running, anti-establishment positioning in the marketplace still relevant?

Such is the core question behind Southwest’s ongoing creative review, according to the request for proposals that the company sent to interested agencies.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in