Grey Global Group's Grey Direct has won the $50 million to $60 million account for UAL Corp.'s United Airlines' global loyalty program. The Chicago agency will handle direct marketing for communications and direct marketing efforts to promote United MileagePlus, the airline's frequent-flyer program.
Grey Direct bested several agencies, including WPP Group's Ogilvy Direct and Interpublic Group of Cos.' DraftWorldwide, Chicago, to win the global account after a three-month review. As many as 12 agencies started out in the review.
The incumbent agency, Brierley & Partners, Chicago, partly-owned by WPP Group, did not participate in the review, which was handled in-house. The struggling air carrier tapped WPP's Mediaedge:cia, New York, as its global media buying agency.