United picks BDM for creative work

United Airlines has selected Minneapolis-based Barrie D’Rozario Murphy (BDM)
as its new creative agency.United also announced it will be a national
advertiser on NBC during the network’s U.S. broadcast of the 2008 Olympic
Games in Beijing.
  BDM founders and former Fallon creative directors, Bob Barrie and
Stuart D’Rozario, were instrumental in the creation of United’s
award-winning animated “It’s Time to Fly” campaign. United’s move to BDM
reaffirms its commitment to the campaign and its key creators. With Barrie,
D’Rozario and third co-founder David Murphy, former president of Saatchi &
Saatchi, Los Angeles, BDM brings to United three highly recognized industry
veterans. Highlights from their combined experience include award-winning
campaigns for brands such as Time magazine, Toyota and Volkswagen.
  “By establishing this relationship with BDM, we are deepening our
commitment to the ‘It’s Time to Fly’ campaign, which demonstrates to our
customers worldwide that United understands the needs of frequent business
travelers better than any other airline,” said Dennis Cary, United’s senior
vice president of Marketing. “We look forward to collaborating with BDM on
our future advertising, including ads that will air during the Beijing
Olympic Games.”
  “We are delighted to have the opportunity to continue stewarding
United’s ‘It’s Time to Fly’ campaign,” said Stuart D’Rozario, co-president
and executive creative director, BDM. “It’s exciting to represent such a
great brand and continue creating ads that depict in an unforgettable way
United’s unique understanding of the frequent business traveler.”
  United’s “It’s Time to Fly” campaign received several honors including
a 2005 Gold Award in Transportation from the New York American Marketing
Association’s EFFIE Awards, which honor campaigns that have proven their
effectiveness in multiple markets worldwide. In addition, United’s
“Interview” television spot was awarded a 2004 Primetime Emmy Award
nomination in the Outstanding Commercial category and the television spot
“A Life” was awarded a 2005 Association of Independent Commercial Producers
(AICP) award for animation. United’s “Dragon” television spot received the
same accreditation in 2006 and both are displayed as part of the Museum of
Modern Art’s (MOMA) permanent collection.
  United’s previous creative agency, Fallon Worldwide, will transition
the account during the next 90 days. “We would like to thank Fallon
Worldwide for its excellent work on our behalf over the past decade,” Cary
continued. “We appreciate the remarkable creativity that led to the
development of our ‘It’s Time to Fly’ campaign, which we will proudly
continue.”
  United Airlines is the Official Airline Sponsor of the U.S. Olympic
Team. Since 1980, United has provided air travel for America’s athletes to
training events, international and national competitions, as well as to the
world’s biggest sporting events. United plays an integral role in the daily
operations of supporting and funding an athlete’s dream to become a U.S.
Olympian.
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