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Ogilvy wins Delta Air Lines

7 October, 2004

Delta Air Lines has tapped the creative powers of Ogilvy & Mather Worldwide and their media agency partner, Group M/MindShare, to develop a strategic brand campaign as Delta transforms. Delta will work with its new partners to create a targeted long-term U.S. advertising and brand positioning campaign that captures the spirit of Delta’s employees and their commitment to providing outstanding customer service.

'We are committed to creating a customer-focused airline that is simple, stylish, comfortable and affordable,' said Paul Matsen, Delta’s chief marketing officer. 'Ogilvy will create a brand image campaign that will differentiate us in the minds of consumers and promote the products and services that enhance our customers’ travel experience. We want long-term business partners, not just an advertising campaign, and we were attracted to Ogilvy's proven history of transforming brands and positioning companies for lasting success.'

Delta’s selection of Ogilvy is part of a comprehensive 360-degree plan set in motion earlier this year to reinvent itself while sustaining growth, one of the four cornerstones of its strategic foundation. The partners will begin working collaboratively with Delta on a creative communications campaign that includes strategic messaging to be delivered through an innovative media plan. A new advertising campaign will be launched in early 2005.

'We are thrilled with this assignment to work with Delta as it transforms into the leading airline,' said Shelly Lazarus, Ogilvy & Mather’s chairman and chief executive officer. 'Delta is one of the world’s best-recognizedn brands. What Delta is seeking is what Ogilvy does best - the transformation of great brands.'

Ogilvy & Mather Worldwide (, a subsidiary of WPP Group plc (NASDAQ: WPPGY), is one of the largest marketing communications networks in the world, with 474 offices in over 120 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion, and related services. We service Fortune Global 500 companies including American Express, BP, DuPont, GSK, Gillette, IBM, Kimberly-Clark, Kodak, Kraft, Mattel, Motorola, Nestle, Unilever, and YUM.

Delta Air Lines is proud to celebrate its 75th anniversary in 2004. Delta is the world’s second largest airline in terms of passengers carried and the leading U.S. carrier across the Atlantic, offering daily flights to 496 destinations in 88 countries on Delta, Song, Delta Shuttle, the Delta Connection carriers and its worldwide partners. Delta's marketing alliances allow customers to earn and redeem frequent flier miles on more than 14,000 flights offered by SkyTeam and other partners. Delta is a founding member of SkyTeam, a global airline alliance that provides customers with extensive worldwide destinations, flights and services.

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