Burnett scoops £63m Delta task

Delta Airlines has appointed Leo Burnett to its $100m (£63m) global ad account, putting the agency in a strong position to win the new global identity work for its fledgling alliance with Air France.

Delta Airlines has appointed Leo Burnett to its $100m (&£63m) global ad account, putting the agency in a strong position to win the new global identity work for its fledgling alliance with Air France.

The Delta review, exclusively revealed in Marketing Week (MW May 27), came after a campaign by incumbent Saatchi & Saatchi – using the strapline “On top of the world”, was widely criticised for being confusing and failing to communicate customer service improvements.

The four-way pitch included Burnett and Saatchi. Grey and TBWA Worldwide were also thought to be on the list.

Delta had been struggling to find alliance partners and was left behind by rivals United Airlines, one of the founders of the Star Alliance, and American Airlines, which with British Airways has formed the powerful, but troubled, Oneworld alliance. Delta has now aligned with Air France, and is also expected to sign up AeroMexico as a partner.

Meanwhile, there are rumours Delta and Air France have had talks with British Midland, which is lobbying hard for transatlantic slots from Heathrow.

The loss is a severe blow to Saatchi. The Delta account is believed to be worth &£8.8m a year in revenue to parent Cordiant.

Delta chief executive officer Leo Mullin says: “Delta is doing a lot to improve customer service and we need to communicate with our customers more. We were particularly impressed with the level of understanding demonstrated by the Burnett team.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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