Burnett wins Scandinavian Airlines global account

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STOCKHOLM-- Leo Burnett Co., Stockholm, has won theScandinavian Airlines (SAS) global advertising account toreposition the international image of the Nordic carrier inan increasingly competitive market. The appointment followsa four-way pitch including Hall & Cederqvist/Y&R, RonnbergMcCann and Paradiset DDB. The incumbent agency was ObserveraGrey.

The brief for the estimated $13 million account includesbrand advertising and promotion and managing and strengthening schemes like the Eurobonus. The agency formally takesover the account in August.

The Stockholm-based agency will be the lead agency withinthe Burnett project group, which will consist of representatives for all the Nordic Burnett agencies.

SAS is the biggest airlne in the Nordic region with an 80%share of domestic traffic and 72% of international traffic.

Copyright July 1999, Crain Communications Inc.

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