Incumbent Brighthouse Won Work Only 13 Months Ago

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DETROIT (AdAge.com) -- Delta Air Lines is putting its estimated $25 million account into review, a company spokesman said.

The move comes 13 months after Delta pulled its creative account from Publicis Groupe's Leo Burnett USA, Chicago, and gave the work to Atlanta boutique shop Brighthouse -- and eight months after the airline hired Cleveland-based consultancy Rojek Cutcher Group to "facilitate a better agency-client relationship and to align resources and best practices" for 2004.

At the time, a Delta spokesman said, "We are extremely happy with Brighthouse."

Media buying
Media planning and buying, currently at Publicis' Starcom, is also in review. The Delta spokesman said both Brighthouse and Starcom will defend their respective accounts. Executives from Brighthouse were in an off-site meeting and could not be reached for comment.

The Atlanta-based carrier, the nation's third biggest airline, declined further comment.

A spokeswoman for Song, Delta's low-fare subsidiary airline, said its account is not in review and that MDC Partners' Kirshenbaum Bond and Partners, New York, remains the agency of record.

Fifth creative agency
If Delta changes agencies, it would be the airline's fifth creative agency in the last seven years. Omnicom Group's BBDO Worldwide held the account for 40 years, until 1997. Publicis' Saatchi & Saatchi had it from 1997-2000, Burnett from 2000-03 and Brighthouse for the last 13 months.

Delta spent $40 million in measured media in 2003, according to TNS Media Intelligence/CMR, and has spent $8.6 million through the first four months of this year.

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