Airline alliance oneworld 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. 

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.”

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.

Dentsu America chief executive 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.”

oneworld is considered the World’s Leading Airline Alliance by the World Travel Awards.