• by Steve McClellan  @mp_mcclellan, September 27, 2017

Southwest Airlines has selected Media agency Spark Foundry, part of Publicis Media, as the carrier’s new paid media agency after a formal review that included agencies from most of the major holding companies.

The airliner spent more than $230 million on advertising last year according to its annual report. Measured media expenditures for the same period were a little more than $210 million according to Kantar Media.

The incumbent was Dallas-based Camelot Strategic Marketing & Media which had handled the business for about 30 years.

The agency’s scope of work includes media planning and buying, data and analytics, measurement and performance and content marketing.

“As our business grows and adapts to an ever-changing media landscape we look forward to working with our new paid media agency Spark Foundry,” stated Ryan Green, CMO at Southwest Airlines. “Like Southwest they believe in a strong company Culture, creative thinking, and providing the right level of one-on-one service to their customers. We believe Spark Foundry will take Southwest to the next level of digital practices at the best cost.”

Spark Foundry U.S. CEO Chris Boothe added, “With a shared people-first approach to business, we look forward to fostering this trusted relationship and lending our expertise to further Southwest Airlines’ legacy of service excellence.”