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.

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