GREY DIRECT WINS $60 MILLION UNITED AIRLINES ACCOUNT

Will Handle Global Loyalty Program

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NEW YORK (AdAge.com) -- Grey Global Group's Grey Direct won the $50 million to $60 million account for UAL Corp.'s United Airlines' global loyalty program.

The Chicago agency will handle direct marketing for communications and direct marketing efforts to promote


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12 fought for account
Grey Direct bested several agencies, including WPP Group's Ogilvy Direct and Interpublic Group of Cos.' DraftWorldwide, Chicago, to win the global account after a three-month review. As many as 12 agencies started out in the review.

The incumbent agency, Brierley & Partners, Chicago,  partly-owned by WPP Group, did not participate in the review, which was handled in-house.

The struggling air carrier last week tapped WPP's Mediaedge:cia, New York, as its global media buying agency.

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