Three Move to Finals in United Continental Review

Arnold, mcgarrybowen, TBWA\Chiat\Day to duel

Three shops have advanced to the final round of the review triggered by United’s merger with Continental.

The finalists are Arnold, mcgarrybowen, and TBWA\Chiat\Day, according to United Continental Holdings. A selection is expected in July.

Airline executives met with eight creative agencies—including Continental incumbent The Kaplan Thaler Group, Saatchi & Saatchi, and Goodby, Silverstein & Partners—before selecting the finalists. United’s creative incumbent, Barrie D’Rozario Murphy, declined to defend.

The review includes creative as well as media planning and buying. Combined media spending on the two brands totaled nearly $65 million last year. The combined airline, which is based in Chicago, is using New York-based consultant Bajkowski + Partners to manage the search.

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