Delta Airlines Begins Media Agency Review

Airline Spent $54 Million on U.S. Measured Media in 2014

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Delta: Take Off 15
Delta: Take Off 15

Delta Airlines has begun a media agency reivew, the company confirmed.

Joanne Davis Consulting is supporting the agency search, which is currently in the request-for-proposal stage.

Publicis Groupe's Digitas currently supports the airline giant's media account.

The consultancy, Digitas and Delta either declined to comment or didn't immediately respond to a request for comment.

Delta spent $54 million in domestic measured media in 2014, the last full year of available spending data, according to Kantar Media.

The media agency review follows the airline's move last March to hire WPP's AKQA as its global digital agency of record in an effort to consolidate its separate mobile and dot-com accounts.

The carrier upped its game on creative late last year with new spot "Take Off" from Wieden & Kennedy New York. The spot, which was filmed entirely in one take and narrated by Donald Sutherland, told a story about the extraordinary experience of flight, the adventure of departure and the thrill of setting off for new lands. Ad Age's Creativity reported that a second spot is due this spring.

Delta veteran and Senior VP Tim Mapes continues to oversee all marketing, advertising and promotional activities, including community affairs. Rhonda Crawford joined Delta in 2014 as VP of e-commerce, leading the development of digital platforms, including mobile, kiosk, in-flight entertainment and emerging channels. She joined following the departure of Bob Kupbens, former VP-marketing and digital commerce, who left for a gig at Apple.

The airline recently announced that President Ed Bastian will succeed Richard H. Anderson as CEO upon his retirement in May.

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