Southwest Airlines adds TBWA/Chiat/Day to agency roster

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Dallas—Southwest Airlines has selected TBWA/Chiat/Day, Los Angeles, to develop an advertising campaign, following a review. Southwest will keep GSD&M, Austin, Texas, as its lead creative agency. It has engaged TBWA/Chiat/Day to create a campaign that is expected to break in the fall. “As our business grows, we wanted to proactively add to our strategic and creative agency resources,” said Dave Ridley, senior VP-CMO at Southwest Airlines, in a statement. “TBWA/Chiat/Day has shown through the review process that it will be an effective partner for us as we continue to tell our strong brand story.” The campaign budget was undisclosed.
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