Star Alliance pools media at GroupM

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[London] Global airline marketing alliance Star Alliance is putting its faith in the buying power of WPP Group's GroupM. Louise McKenven, VP-loyalty and marketing at Star Alliance, said she expects annual savings of tens of millions of dollars for members. Eight of the 15 Star Alliance members, including United Airlines, Lufthansa, Singapore Airlines and Scandinavian Airlines, are participating in a deal with GroupM to pool media buying. They already use WPP's Mediaedge:cia or MindShare, but GroupM hopes to also pick up the remaining seven Star Alliance airlines. "The program is very flexible; some carriers are planning to only test the waters with European pan-regional media involvement," said Mark Davies, director-marketing communications for Star Alliance. "Some are focusing on media spending purely outside their home markets, whilst others are aiming for media savings on a global market scale."
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