Brighthouse Gets Creative Part of $30 Million Account

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NEW YORK ( -- Delta Air Lines Inc. is set to name Atlanta-based boutique shop Brighthouse as the lead agency for its creative account, executives close to the situation said.

The airline has also hired consultancy Rojek Cutcher Group, Cleveland, to facilitate a better agency-client relationship and to align "resources and best practices" for 2004, executives said.

An official announcement, including the possible introduction of a new campaign, is forthcoming. Rob Sherrell, regional director of U.S. marketing communications for Delta, declined to comment other than referring to an announcement next week. He added: "We are extremely happy with Brighthouse."

Brighthouse's president and chief operating officer, Bill Miller, declined to comment.

3rd largest airline
Delta spent $33.5 million in measured media in 2002 and $19 million through August of this year, according to TNS Media Intelligence/CMR. The nation's third-largest airline brought its creative advertising account in-house in May when it parted ways with Publicis Groupe's Leo Burnett USA, Chicago, and gave some project work to Brighthouse.

Delta latest ad campaign remains centered on a concept of not waiting in lines for boarding passes. It has also has a limited campaign running in Atlanta, Houston and Kansas City, trying to reach the business traveler by luring him with extra legroom and free newspapers and chocolates.

Brighthouse will be Delta's fourth creative agency in the last six years. Omnicom Group's BBDO Worldwide held the account for 40 years, until 1997. Publicis Groupe's Saatchi & Saatchi had it from 1997-2000 and Burnett from 2000-03.

Delta earlier this year launched Song, its entry into the low-fare carriers that include Jet Blue and Southwest, but this review does not include Song.

It is not known if Delta's media buying, currently at Publicis' Starcom, Chicago, would be in review. Starcom referred calls to the client. The media-buying contract is up early next year, executives said.

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