Delta Starts Media Agency Review

Delta Airlines has started its own media agency review with the support and consultation of Joanne Davis.

Delta Airlines has launched a review of the media agency and is getting the support and consultation of Joanne Davis in the investigation. The air travelling company makes investments each year of up to $50 million on local advertising and marketing.

Delta Airlines and the other two parties involved in the review – the consultancy and Digitas – have refused to make any comment and have not responded to any of the question asked. The air carrier was reported to increase its investments in advertising by spending $54 million in 2014, according to Kantar Media.

This is the first major review of this year being conducted by the air travelling business, and is taking place right after the business hired WPP’s AKQA back in March, making this as its international digital agency record, so that it could separate mobile and dot-com accounts more efficiently. The senior vice president of the company and veteran is still continuing to overlook the marketing, advertising and other promotional events and activities.

The publicity makes a huge difference on the profit and the overall business of any company, not just Delta. Hence, this is given huge priority. It even participated in 2015 with new spot, ‘Take Off’ from Wieden & Kennedy, NY. It was filmed in just one take and was narrated by Donald Sutherland, who narrated a story regarding the amazing experience of the flight lasting till the departure and the excitement of setting foot in new places and locations. Another filming might take place this year.

Delta also announced Ed Bastian would be operating as the president of the company, a post that was previously occupied by Richard H. Anderson, who was the CEO and retired in May. Rhonda Crawford also joined the air carrier in 2014 as the vice president when Bob Kupbens left for another post in a well-known tech company, Apple.

The ‘Keep Climbing’ and ‘Take Off’ campaign have not been included in the media review of this year. The airline media account is handled and supported by Publicis Groupe’s Digitas, even though the account is not as big as other companies, it still has value for the agency as it fared badly in its key Mediapalooza events previously. 

Digitas was reported to even lose a part of L’Oreal in 2015, hence it has to take a careful look at Delta's account and keep a good look at it while it still can.