Delta has hired WPP's AKQA as its global digital agency of record following a review to consolidate its separate mobile and dot-com accounts.
AKQA was the incumbent on the mobile portion of the account, introducing the airline's FlyDelta app in 2010, while Razorfish was the incumbent on dot-com duties. AKQA will now support digital platforms and marketing for "all experiences on the glass," including desktop, tablet and wearables, as well as onboard entertainment, kiosks and the onboard wifi portal, according to Rhonda Crawford, VP for e-commerce at Delta Air Lines.
"We had a dual-agency relationship, which is not unusual in the e-commerce space,"said Ms. Crawford, who joined the company last August. "It became an opportunity for us to look at that in a holistic and thoughtful way. We said we can really consolidate this and get some better synergies. The proliferation of devices is almost demanding that."
Delta looked at ten digital agencies with global capabilities before settling on AKQA, Ms. Crawford added.
A spokesman for Razorfish, part of Publicis Groupe, declined to comment.
AKQA's most recent project is a Delta app for the Apple Watch. "We're certainly looking far down the horizon at emerging technology and wearables and telematics and the implication all of those things might have in our space," Ms. Crawford said.
The consolidation was also intended to create budgetary efficiencies, she said.
The new agreement with AKQA adds results-based compensation elements, tied to key performance indicators and goals, according to Ms. Crawford.
AKQA also works with Delta's transatlantic joint-venture partner Air France-KLM.