Agency Review is Step One in New Job

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Change is something Delta Air Lines' Gayle Bock has seen a lot of lately -- appropriate for an airline seeking some change of its own.

Taking Delta for a turn four weeks after her arrival as VP-consumer marketing, she threw the $100 million global account into review in December. The business had been at BBDO South, Atlanta, for 51 years. A selection is expected by early March.

The review came about in part because of industry dissatisfaction with BBDO's Olympics campaign for the carrier, but also because the airline is conducting a top-to-bottom review of business practices.

Indeed, Ms. Bock appears to represent and relish change. Her appointment at Delta was an unusual move for a company that traditionally has promoted from within.

In addition, her post at Delta marks her fourth job since August 1995. That month she moved from United Airlines, where she worked on the frequent-flier program, to VP-marketing at Compaq Computer Corp. Last February, she jumped to a similar position with AT&T Wireless Service before re-entering the airline business.

Her experience includes 10 years in the airline industry, with Northwest Airlines and United, and 15 years between Lintas Worldwide and Grey Advertising.

Ms. Bock is now charged with assisting Delta through its own changes, including the addition of its new East Coast discount Delta Express, the search for a stronger European image and plans to retackle the competitive international business-class market.

There have even been reports that Delta may consider acquiring Continental Airlines, which could put the combined carriers in the No. 1 U.S. spot.

"We want to make Delta the worldwide airline of choice," says Ms. Bock, who could comment only on the business at hand. "Right now, we're really working on the trans-Atlantic business- and first-classes."

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