United Airlines is setting its two roster agencies toe-to-toe as it seeks a single shop for the planned consolidation of its $100 million global account.
The all-or-nothing prize is being disputed by Minneapolis-based network Fallon Worldwide, which handles United’s domestic business, and Young & Rubicam Advertising, New York, responsible for international duties. Billings as a share of total adspend are respectively around 65% and 35%.
United’s Matthew Triaca confirmed that the account would be consolidated with one of the duo, adding that the move would allow the company to speak with a single brand voice and build a “long-term partnership” with one agency.
Pitches will be made in the next few weeks, and the final award is expected early in the new year. No other shops have been invited to take part.
News source: New York Times