September 10, 1999

Leo Burnett Takes $100M Delta Account From Saatchi

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..."
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