Starcom USA has been appointed to the global $100m (£52m) media account for United Airlines after a three-way pitch.
The Publicis Groupe agency beat Omnicom Group’s OMD and WPP Group’s Mediaedge:CIA, which had handled much of the business.
Fallon Minneapolis was the incumbent on the US planning and print media businesses but did not repitch. Fallon retains its hold on the creative, which was not part of the review.
In a statement Dennis Cary, senior vice-president of marketing at United Airlines, said Starcom would work on media strategy, investment and research activities worldwide.
He adds: “We are excited about the new efficiencies United will gain and the wealth of expertise that Starcom delivers through its strategic planning process and innovative approach to buying and leveraging media.”