Spirit Airlines Selects a New Lead Agency

Barkley succeeds Siquis on the business

Barkley has won a pitch for Spirit Airlines' creative and media business, the airline has confirmed.

Sources previously identified the other finalists as The Richards Group in Dallas and Walrus in New York. A New York-based consultancy, Ark Advisors, managed the review, which began in the summer.

When asked about the hire, Spirit vp of consumer marketing Bobby Schroeter cited the strength of the ideas that Barkley presented, some of which will be produced.

The agency, he added, managed to "best show how we can promote our value proposition of ultra-low fares and choice to our customers in a way that is provocative and gets attention at a low cost."

The winning shop, which is based in Kansas City, Mo., succeeds the Baltimore-based Siquis on the account. Siquis' relationship with Spirit dated back to 2006.

The budget airline has a media budget to match: Spirit spends only about $5 million in media annually. "Spending less allows us to pass those savings on to our customers," Schroeter said.

The assignment includes advertising, digital marketing, public relations, marketing collateral and media planning and buying. The new agency's first work is expected early next year.