O&M wins £20m Northwest Airlines

Ogilvy & Mather has plucked the Northwest Airlines £20m international account from incumbent Foote Cone & Belding in the US.

Ogilvy & Mather has plucked the Northwest Airlines &£20m international account from incumbent Foote Cone & Belding in the US.

It has also emerged that Euro RSCG Worldwide has picked up the $50m (&£30m) account for the yet-to-be-formalised Wings Alliance, which is thought to include Northwest Airlines, Alitalia, Continental Airlines and KLM.

A spokeswoman for Northwest says: “We have just switched to Ogilvy & Mather internationally. However, the Wings Alliance is totally separate, and Euro RSCG has been appointed to the work.”

Agency organisation for airlines is becoming increasingly complicated as the industry moves away from single carriers towards alliances.

The airline business is now dominated by several major alliance groupings. These include the Oneworld Alliance led by British Airways and American Airlines, the Star Alliance led by United Airlines and Lufthansa, and the as yet loosely formed Wings Alliance.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here