Moxie, part of Publicis Media, has been selected by Delta Air Lines to be its social media agency following a competitive review. The Atlanta-based agency will manage social efforts, including strategy, content creation and analytics, across Delta’s core channels: Facebook, Instagram, LinkedIn, Twitter and its “Taking Off” Tumblr page.
It wasn’t immediately clear who the incumbent was and Delta declined to clarify. The airline has held a couple of major reviews recently, including media, which it awarded to Omnicom’s PHD in April. Last year it consolidated global digital duties with WPP’s AKQA.
“Moxie is a recognized expert in the social space,” stated Julieta McCurry, Director, Marketing Communications at Delta. “As we continue to grow, it’s critical that we create meaningful and relevant experiences for our customers across the channels they increasingly rely on the most.”
"We are excited to have the opportunity to help Delta expand its presence in the social space,” added Sean Reardon, CEO of Moxie. “They have set the standard for the travel industry for over a decade — something I’ve come to experience firsthand during my frequent travels. We look forward to adding depth and dimension to Delta’s already rich story."
Like Moxie, Delta is Atlanta-based. The airline estimates that 180 million travelers fly on its planes annually.