Delta Airlines has selected Omnicom's PHD as its new media agency in the U.S. after a review, according to sources. Digitas, part of Publicis Groupe, was the incumbent.
The company has spent about $50 million on ads in the U.S. in the past couple of years. According to people familiar with the matter, it is planning to double that number going forward.
The expected bump in ad spend might be explained, in part, by reports that Delta is exploring a long-haul/low-cost offering that would likely involve Virgin Atlantic, which is 49% owned by Delta.
Interpublic’s UM was also a finalist in the review, which Delta hired Joanne Davis Consulting to help manage.
PHD referred calls to the client. A Delta rep had no information to share immediately on the selection.