The move supports the brand’s goal to focus on its customers’ needs, engage employees, and build on its future as an industry leader
American Airlines has selected Crispin Porter + Bogusky and MediaCom to manage its global advertising and media business. The move is in line with its commitment to focus on the brand’s customers’ needs, engage employees as well as build on its future as an industry leader in aviation.
Known for inventive ideas, the two global agencies are set to create a new conversation for the brand. American Airlines began its advertising agency review with pitch consultancy AAR in July as part of broader objective to evaluate all major partners so as to enable the brand to compete more effectively and deliver on its vision.
CP+B and MediaCom will be responsible for delivering strategic and creative marketing solutions across the globe. American Airlines has undergone significant change since its merger with US Airways in February 2013. The airline recently completed the integration of its reservations system.
Also, it is investing more than $2 billion (or approximately £1.3 billion) in improvements to the product and customer experience. The aforementioned is in addition to its historic fleet renewal, which will give American Airlines the youngest fleet of its network competitors.
“From the very start, CP+B and MediaCom showed a clear understanding of American’s assets and opportunities, and it all starts with our 100,000 employees,” said Fernand Fernandez, Vice President – Global Marketing of American Airlines.
“We want to capture the enthusiasm and passion our employees have for the future of the airline and deliver that message to our customers with a genuine and unique campaign. We think our employees and our customers will be proud of how CP+B and MediaCom work with us to present American’s brand in the coming years.”