You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Meet the Guy With 94 Million Loyalists: United's O'Toole Executive Is Charged With 'Unprecedented' Task of Melding Mileage Plus and Continental OnePass By Jennifer Rooney, Published on February 14, 2011 2 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.