United Airlines and WPP are reportedly in talks which would see the network create a new agency, dedicated to servicing all of the airline’s marketing needs.
According to Adage, executives from Wunderman, the direct-mail incumbent for the airline, MEC, Landor Associates and Kantar, have been pitching a strategy that would encompass media buying and planning, digital and direct marketing.
"We have a lot of conversations with many parties but nothing has been finalised," a United spokesman said.
The dedicated agency model is something WPP has employed for a number of clients since 2011, including GlaxoSmithKline, Chanel, Samsung, and Bank of America.
Two years ago the airline consolidated its creative and media business McGarryBowen, part of the Dentsu network, and has not held an agency review since.
A decision is not expected until next year.