PHD US has been appointed to the USD $100m Delta Air Lines global media account.

The assignment will see PHD responsible for handling all traditional and digital media planning and buying for the one of the world’s largest global airlines.

The competitive review saw PHD pitch against incumbent DigitasLBi and a handful of undisclosed agencies, before beating UM in the final round.

From May, PHD will manage all media planning and buying for Delta, in a multi-year, multi-million dollar agreement. PHD will focus on Delta’s national and local US marketing efforts, and will charge towards a future for Delta that is disruptive, integrated and on the leading edge of data and analytics.

PHD US CEO Nathan Brown said, “Delta is an admired and progressive company – an airline for the future – and who doesn’t want to be part of the future?”

The move comes as part of Delta’s ongoing efforts to drive innovation across its organisation, and their desire to partner with an agency that shares their ambitions.

Tim Mapes, chief marketing officer at Delta, said “We are excited about working with PHD. Their passion and forward thinking approach towards media strategy will be a great fit for Delta and help us continue building an innovative, thoughtful and reliable brand”.

PHD will work closely with Delta and their agencies to creatively bring their “Keep Climbing” campaign to the people in an energetic and social way.