Happy Friday, and welcome back to Agency Brief. This week, we’ve got the exclusive on Alaska Air Group’s new agency setup and more details on the Omnicom-IPG deal. Want to be included in a future edition? Reach out to [email protected] and [email protected] for consideration.
Alaska Air Group revamps agency relationships
Alaska Air Group, which owns Alaska Airlines and in September acquired Hawaiian Holdings, has consolidated some of its agency roster. Mekanism, which has handled Alaska Airlines’ creative and strategy work since 2016, will now also lead creative for Hawaiian Airlines. Meanwhile, IPG Mediabrands, which previously managed media for Hawaiian Airlines through Mediahub, will now also oversee media for Alaska Airlines through agency UM.
Mekanism will help position a new loyalty program the airlines will launch later this year, according to Eric Edge, managing director, advertising and marketing at Alaska Airlines.
Hawaiian Airlines had worked with MullenLowe on creative since 2019, while Alaska Airlines hired VaynerMedia for U.S. media in 2023. Neither agency was immediately available for comment.