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American Airlines is restructuring its working relationship with McCann Worldgroup. The Interpublic Group company is setting up a global hub in Dallas near the Fort Worth-based carrier, now in the process of Chapter 11 restructuring.
While American Airlines says the shift is a natural evolution of where its marketing communications strategy is headed, as it adds more social and digital elements, it also reflects the need for greater resources when the airline emerges from bankruptcy and needs to aggressively convey a message of ongoing viability.
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