Last month, United said the campaign's introduction had been moved from February to May, but it has not connected the delay to unhappiness with the creative.
BACK TO DRAWING BOARD
But a Fallon insider and other executives said a cautious United has sent several rounds of the work back to the drawing board for testing and refinement.
"We are continuing to work with our new ad agency, and we will have a new campaign in May," said Mike Howe, director of advertising and promotion for United.
Fallon Chairman Pat Fallon could not be reached for comment.
While it's not unusual for a big campaign to take months to develop, United's delay is raising eyebrows.
The airline put its account into review after 31 years with Leo Burnett USA, Chicago, shortly after a new team of marketing executives took over at United last summer. Following a lengthy process, United gave its domestic creative account to Fallon and its international and media accounts to Young & Rubicam, New York.
Burnett's work continues to air for now.