United Airlines has consolidated its global advertising account into Fallon Worldwide, leaving rival incumbent Young & Rubicam without any of its $100m business.
United decided last year to consolidate the account into one agency and Fallon emerged as the winner following its sale to Publicis Groupe. The airline said Fallon's purchase gave the agency much-needed global clout it needed to be considered for the combined account.
Fallon had handled United's domestic advertising from 1996 from its Minneapolis agency, whilst Y&R handled international work.
International media buying, also included in the consolidation, goes to Zenith Media.
United Airlines director of worldwide marketing communications Jerry Dow said: "With two of the world's strongest ad agencies competing head-to-head for United's business, this was far from easy.
"Fallon showed United it best understood the airline's brand vision and had the tools to develop and deliver a hard-hitting integrated global message and brand platform."