Air Canada names new AOR

After decades at Marketel, the air carrier has ended its summer review

This story was updated on Sept 19, 2013
Air Canada has named JWT its agency of record following a review it launched in May.

Sources have confirmed to Marketing that the WPP-owned agency has won the account previously held by Montreal’s Marketel, which had held the account for more than 20 years.

Air Canada was searching for partners to oversee creative, digital and media duties for its brand, and JWT will have stewardship of the first two portfolios. Mindshare has been tapped to oversee media.

Air Canada said in May the review was not started for reasons of “performance or satisfaction” with Marketel, but by the completion of its contract. In 2010, the air carrier instituted a policy to conduct more frequent reviews across all its vendor relations.

Air Canada could not be reached for comment.

Note: This story was updated to reflect that Mindshare had won media duties on the Air Canada account. The article previously stated that JWT would handle this portion of the account.

Advertising Articles

Cossette and McDonald’s throw a little shade on summer

How the quick service restaurant and its agency helped Canadians stay cool

ACTRA, advertisers sign new contract for new age

New deal changes how commercial actors are paid and acknowledges digital shift

Future Shop tweets with students about their own future

Live Twitter event extends the brand's 'Future Shopping' back-to-school campaign

The Zen of content marketing (Column)

How to embrace your inner Ps: publishing, producing and publicity

Kanetix calls for a pledge against distracted driving

Kids, food, talking and texting take focus off the road

Le Burger Week cooks up six-city burger battle

Contest aims to find the best burger and build buzz for restaurants

Canadians urged to speak up for credit unions

Campaign asks Canadians to write Ottawa in support of tax credit

FCB Montreal to launch Weight Watchers campaign

The weight-loss brand is moving away from American spokespeople with original Canadian creative