Three Agencies Chase Spirit Airlines

Contenders will make final presentations this week

Three shops are competing to handle creative and media responsibilities on Spirit Airlines as the carrier’s review heads into its final stage.

Sources identified the contenders as The Richards Group in Dallas, Barkley in Kansas City and Walrus in New York. Final presentations will take place tomorrow at Spirit’s headquarters in Miramar, Fla.

The winner will succeed Siquis in Baltimore. Ark Advisors in New York is managing the process. Ark referred calls to Spirit, which could not immediately be reached.

Spirit makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger airlines, with, for example, lower base fares.

Spirit’s marketing budget also is lower. Its annual outlay is estimated at $5 million—a fraction of what the likes of United, Delta and American Airlines spend.

Among the key decision-makers in Spirit’s review is vp of consumer marketing Bobby Schroeter, who joined the company in 2005. The search began during the summer.