• by Steve McClellan  @mp_mcclellan, August 10, 2015

LATAM Airlines Group, which operates the LAN and TAM brands, has chosen Interpublic Group as its new global agency network after a review that included four other agency holding companies. Markets served include the Americas, Europe and Pacific Rim.

The holding company will oversee a rebranding of the client whereby all of its airlines and affiliates will assume the LATAM name.

IPG will form a dedicated agency team — named Graphene — to service the account. The team will be led by McCann Worldgroup and IPG Mediabrands, and includes talent and tools from McCann, Initiative, Reprise, Cadreon, MRM//McCann and Craft.

Scope of work includes planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate. 

“Each of the groups presented excellent proposals and we are very happy with the conclusion of this process,” said Jerome Cadier, VP of Marketing at LATAM Airlines Group. “Our next big challenge is launching the LATAM brand in the first half of 2016.”

Between now and then, he added, “we will focus our efforts on promoting IPG’s immersion into our company’s culture and implementing a global work plan. We have joined forces with our current partners to ensure all ongoing projects reach completion by the end of the year.”

IPG CEO Michael Roth said: “We are honored to have been named by LATAM Airlines Group and look forward to the opportunity to make significant contributions to building their business. This kind of integrated model is one that we have championed at our company, through our customized "open architecture" solutions, and one with which our clients have seen great success.”