Dentsu America wins oneworld global advertising account

19 May 2012

oneworld®, the world's premier airline alliance, has named New York-based full service advertising agency Dentsu America as its global agency of record.  

Under the new partnership, which follows a multi-agency review that began in February, Dentsu America is now responsible for oneworld's strategic brand messaging and creative development as well as media planning duties worldwide.  

Integrated communication activities set for launch later this year include multi-channel brand and marketing initiatives, which will be adapted across multiple languages and cultures to reflect the 800 destinations in 150 countries served by oneworld member airlines around the globe. 

oneworld Vice-President Commercial Stephen Usery said: "From the very first meeting, Dentsu America demonstrated a deep understanding of our brand, as well as our very unique business model and challenges.  Dentsu came up with a big unifying idea that was relevant and resonated with all of our global airline partners.  We were impressed by Dentsu's ability to create and implement exciting cross-platform and cross-cultural ideas that will help us achieve results in the face of rapidly changing economic, marketing, technological and societal shifts. We asked agencies to wow us - and Dentsu did."

Dentsu America CEO David Cameron added: "oneworld is home to some of the world's leading airlines, and its relevance continues to grow year over year.  We're thrilled that oneworld and its partners responded so positively and recognised the potential of a big unifying idea that leveraged connection points between the oneworld brand, its member airlines and travellers around the world."

About oneworld                                          

oneworld aims to be the airline alliance of choice for the world's frequent international travellers.  It brings together some of the best and biggest names in the airline business - airberlin, American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LAN, Qantas, Royal Jordanian and S7 Airlines, and around 20 affiliates including Austria's NIKI, American Eagle, Dragonair, LAN Argentina, LAN Ecuador and LAN Peru.  Malaysia Airlines is on track to join later in 2012, with India's Kingfisher Airlines also a member elect.  Between them, oneworld's member airlines:

  • Serve some 800 airports in 150 countries, with more than 8 750 daily departures.
  • Offer more than 550 airport lounges for premium customers.
  • Carry almost a million passengers a day on a combined fleet of nearly 2 500 aircraft.
  • Generate some US$ 100 billion annual revenues in total.

oneworld enables its members to offer their customers more services and benefits than any airline can provide on its own.  These include a broader route network, opportunities to earn and redeem frequent flyer miles and points across the combined oneworld network and more airport lounges.   oneworld also offers one of the most extensive ranges of alliance fares. 

oneworld is current holder of more international awards for airline alliances than any of its competitors - named the Best Airline Alliance by Global Traveler in its GT Tested Reader Survey 2011 Awards for the second year running, the World's Leading Airline Alliance in the 2011 World Travel Awards, for the ninth consecutive year, and the Best Airline Alliance 2011 in Australian Business Traveller's debut awards.

About Dentsu America

Dentsu America is the full-service US flagship agency of Dentsu Inc, the world's largest advertising agency brand.  Headquartered in New York, Dentsu America specialises in unified creative communications, integrating paid, earned and owned media for innovative clients including Canon USA, Hästens, UNIQLO, Scotts, Miracle-Gro, Checkers/Rally's Restaurants, American Licorice, and Toyota Motor North America.