• by Steve McClellan  @mp_mcclellan, November 22, 2019

LATAM Airlines Group has selected Interpublic Group as its global marketing agency after a competitive review. 

The account is serviced by a cross-agency IPG team led by McCann Worldgroup and IPG Mediabrands called Graphene, which has been an incumbent handling 13 markets for the airline company since 2015. 

With the new multi-year assignment IPG expands its remit to cover all client marketing needs from brand strategy and creativity, to digital marketing, performance, CRM and content development across all the airline group’s markets. 

LATAM offers flights to 142 destinations in 25 markets including the U.S., Mexico, Australia and countries in South America, Europe, Africa, Asia, the Caribbean and Oceania. 

“Having our marketing efforts supported by them over the past four years in various markets, we have chosen IPG/Graphene to provide integrated marketing services across our global network,” stated Paulo Miranda, vice president of customers, LATAM Airlines Group. “With their help, we will continue working to best serve our customers and position LATAM as one of the world’s most admired airline brands.” 

Added IPG CEO Michael Roth: “LATAM is the leading airline group in South America with direct flights to five continents. IPG will provide end-to-end marketing services through Graphene. This is a great example of the open architecture model we have championed at IPG for over a decade, with collaboration at its core.”

Graphene beat out multiple undisclosed competitors to win the business.