Leo Burnett Takes $100M Delta Account From Saatchi

Share this article:
Leo Burnett, Chicago, has won the exclusive $100 million Delta Air Lines advertising account formerly held by Saatchi and Saatchi, New York, after the third largest air carrier's "On Top of the World" program showed lackluster results. Leo Burnett reportedly will announce a new positioning campaign for Delta in 90 days. Analysts had been critical of Saatchi's advertising concept for Delta Air Lines, Atlanta, which was characterized as confusing to consumers and often construed as a comment on the company's stock performance rather than its customer service. Leo Burnett won the account beating out Grey Advertising and TBWA Worldwide in New York. Frederick W. Reid, executive vice president and chief of marketing at Delta, said in published reports that Leo Burnett "immediately got what was going on in the industry..."
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Publicis Constructs Pan-Agency Marketing Platform With Adobe

Riding on the Adobe Marketing Cloud, the Always-On Platform aims to unite all Publicis Agencies around delivering cross-channel efficiencies to clients.

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.