Iberia reviews $31m global account held by Grey

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MADRID -- Iberia, the Spanish airline, has invited 12 agencies to pitch for its global advertising account, said to be worth $31m a year for the next two years. The state airline has a policy of reviewing its advertising every few years.

Iberia originally considered asking 20 agencies to pitch, but ruled out eight because of account conflicts. The 12 agencies pitching are Bates, Vitruvio/ Leo Burnett, TBWA, Saatchi & Saatchi, McCann-Erickson, Lowe RZR, J. Walter Thompson, Bassat Ogilvy & Mather, Grupo Barro Testa, Contrapunto, Casadevall Pedreno, which currently handles domestic advertising for Iberia, and Grey Trace, the incumbent on international. The deadline for presentations is the end of March and a decision is expected before the summer.

Iberia is looking for an advertising agency which has the international network or an arrangement to get access to an international network to handle all its advertising needs. It also wants a network with its own international media buying and planning operations or an associated media independent.

Currently, Iberia's domestic media buying is handled by Carat, while Grey-owned Mediacom handles international.

The Spanish flagcarrier posted a profit in 1996 after six years of losses.

Copyright February 1997, Crain Communications Inc.

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