UNITED AWARDS GLOBAL MEDIA BUYING TO MEDIAEDGE:CIA

Struggling Air Carrier Extends Fallon's Duties

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NEW YORK (AdAge.com) -- UAL Corp.'s United Airlines has selected WPP Group's Mediaedge:cia, New York, as its global media buying agency, while longtime creative agency of record Fallon Worldwide, Minneapolis, adds domestic media buying.

Mediaedge:cia beat out Publicis Groupe's Starlink, part of Starcom MediaVest Group, in the review. United had split last month with Zenith Media, which also had domestic buying. Zenith is jointly owned by Publicis Groupe and Cordiant Communications Group

Fallon, which is also part of

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Publicis, will continue to handle global media planning.

Filed for bankruptcy
Spending was not disclosed. United, which filed for bankruptcy protection last week but continues to operate, is trying to pare its expenses where it can.

"As United navigates through a very difficult business climate, we believe we've surrounded ourselves with the best possible partners to help us manage through it," said Jerry Dow, United's director for worldwide marketing communications.

United is still conducting a review for its mileage rewards program, which Mr. Dow said should be concluded before Christmas.