Last updated: 07:00 PM ET, Thu September 10 2015

American Airlines Will Go With New Ad Agency

Airlines & Airports | American Airlines | Rich Thomaselli | September 10, 2015

American Airlines Will Go With New Ad Agency

American Airlines will be going with a new ad agency next month, barely a year after it launched its current “Going For Great” campaign, according to the advertising and marketing trade publication Adweek.

Out is Dallas-based TM Advertising, which has handled all of American’s advertising since 1981, producing such memorable campaigns as “Something Special in the Air” and “American Airlines: Doing What we do Best.”

In? To be determined.

It could still stay in the family, so to speak. Adweek says McCann Worldgroup, which acquired TM Advertising in 2001, will still be able to pitch for the account but will do so with another of its shops, The Martin Agency, taking the lead in competing for American Airlines, arguably the biggest fish in the airline industry when it comes to advertising.

American spent $60 million globally on media buys last year, according to the tracking firm Kantar Media.

Other ad agencies going for the business include Energy BBDO with PHD; BBH with Optimedia; and Crispin Porter + Bogusky with Mediacom. Ad agencies often pitch in tandem with media companies. Crispin Porter + Bogusky, generally considered one of the most creative ad agencies in the world, is based in Miami – a key hub for American Airlines to the Caribbean and Latin America and from which the airline is expected to launch its service to Cuba when the government allows.

A final decision is expected by the end of October, less than two weeks after the US Airways brand is retired from flying on Oct. 17. American and US Airways merged in 2013 under the American brand.

Whether that means the “Going For Great” campaign will end remains to be seen.

American Airlines' global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.

In a statement last month in announcing the review and competition for its business, American said: "As part of a broader objective since we entered our merger with US Airways, we have begun to do our due diligence to evaluate all major partners to ensure we are receiving competitive and effective service provision. The competitive landscape of our industry and the advertising industry has changed since the last time we put our business out for bid. We want to ensure we align ourselves with the right agency who understands our goals as the world's largest airline and can provide the best resources and services to meet our needs globally."

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