WPP loses third global account in a week as United Airlines switches media to Dentsu Aegis

WPP has suffered its third major loss in a week after United Airlines switched its global media account from Wunderman to Dentsu Aegis Network.

According to AdWeek, Carat will handle the global media planning and buying account while Merkle will be responsible for the airline’s social media and targeted marketing.

Dentsu agency Mcgarrybowen already works with United on its creative account.

It completes a dismal, unwanted hat-trick for WPP after Mindshare lost the American Express media account to IPG’s UM, with WPP’s Global Team Blue relinquishing the Ford creative account to BBDO.

The losses are hardly the start chief executive Mark Read would have anticipated after taking over last month from Martin Sorrell.

Dentsu Aegis Network America chief executive Nick Brien said in a statement to AdWeek: “This global appointment expands on Mcgarrybowen’s long-standing creative relationship with United Airlines across every marketing touchpoint from big creative ideas to social media to targeted media.”

It is understood that incumbent agency Wunderman will remain on United Airline’s roster of agencies.

United Airlines VP of marketing Mark Krolick added: “With this new DAN partnership, we have the benefit of building on our already strong relationship with Mcgarrybowen to collaborate with an integrated team of strategic, creative and data-driven minds to support the United brand and business in our goal of connecting people and uniting the world.”


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