Southwest's Semifinalists' List Is Long

At least 8 shops advance in creative review

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Southwest Airlines isn't lacking in choice for agencies. At least eight shops have advanced to the visitation round of the airline's creative review.

Airline marketing executives chose the shops based on their replies to an initial request for proposals.

Each agency will visit Southwest at its Dallas headquarters over the next two weeks, and based on those meetings, the airline will select three or four finalists to compete for the assignment. Sources estimate revenue on the account at $4-5 million.

Beyond incumbent GSD&M, the participating agencies include Deutsch LA in Marina del Rey, Calif.;



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