NEWS: Burnetts rides out loss of United Airlines prize

Leo Burnett’s London office has played down the impact of the loss of one of the network’s longest-held accounts - United Airlines.

Leo Burnett’s London office has played down the impact of the loss of

one of the network’s longest-held accounts - United Airlines.



The Chicago-based airline, which has been with Burnetts for 31 years,

last week awarded its dollars 120 million global advertising account to

the Minneapolis-based creative heavyweight, Fallon McElligott, in

conjunction with Young and Rubicam.



Nick Brien, Burnetts’ managing director in the UK, insisted: ‘Our new-

business wins, such as Nintendo, Oriental Express and Butlins, have more

than made up for the loss of United.’



Nevertheless, the loss of United, which spends pounds 2.5 million above

the line in the UK, is the second blow to Burnetts’ London office this

month. Two weeks ago, London was obliged to resign its prestigious

pounds 8.5 million Mercedes business because of conflicts with Fiat - a

network client outside the UK.



Y&R and Fallon McElligott have not yet finalised details about how the

relationship on United’s account will operate, although Fallon

McElligott is expected to focus mainly on North America, with Y&R

handling the rest of the world.



Y&R or its joint venture with Euro RSCG, Mediapolis, will buy all media,

while both Fallon McElligott and Y&R will handle media planning. In the

UK, Mediapolis is tipped to take the media buying task.



United, which recently completed a management buyout, decided on a

review in September. After an initial round, four agencies were

selected: TBWA/Chiat Day, Burnetts and the eventual winners.



In the second round, agencies were asked to bring to life United’s new

customer satisfaction philosophy.



In a statement, United said Fallon McElligott and Y&R were chosen

because of their ‘incredible strategic insights and creativity, clout,

superlative experience and international expertise’.



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