Continental heads toward $30 mil review

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Considering a consolidation of agencies, Continental Airlines sent out letters to its 10 domestic and international agencies, including agency of record Richards Group, Dallas, and newly added N.W. Ayer & Partners, New York, for integrated marketing. The airline, which spends about $30 million domestically, said invitation of non-roster agencies has not been decided. However, non-roster shop J. Walter Thompson USA is said to have been invited to participate, according to an executive with knowledge of the review. Completion of the process is expected by midsummer.

Copyright May 1997, Crain Communications Inc.

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