Burnett lands Delta

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Leo Burnett, Chicago, has landed the estimated $100 million Delta Airlines global account, besting incumbent Saatchi & Saatchi, Grey Advertising, and TBWA/Chiat/Day, all New York. Saatchi won the account in 1997 from BBDO, Atlanta, Delta's agency for 51 years. It was Delta's first review ever. Burnett would not comment and referred calls to Delta. Delta did not immediately return a phone call. Burnett, the United Airlines agency for 32 years, pitched Delta two years ago but did not make the finals. In July, Scandinavian Airline System awarded its $13 million account to Burnett's Stockholm office. At the time, Burnett declined comment on whether that would pose a conflict, but a SAS executive said it would not. Burnett is expected to devise a new tagline because Delta has said it will scrap its "Top of the World'' theme.

Copyright September 1999, Crain Communications Inc.

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