Southwest Airlines is shaking up its creative flight path. The airline has officially added Leo Chicago to its agency roster following a competitive review, bringing a fresh voice to the brand while keeping longtime partner GSD&M on board.
Ad Age reports that move marks a new chapter in one of advertising’s most enduring partnerships — Southwest and Austin-based GSD&M have been working together since 1981. Yes, they’re the brains behind legendary campaigns like “Wanna Get Away?” But with shifting consumer expectations, internal agency changes, and some turbulence on the PR front, Southwest is signaling it’s ready for some creative reinvention.
“Leo’s approach to building domestic and global brands will complement the work of our longtime agency partner, GSD&M,” a Southwest spokesperson said. “We’re strategically evolving our business to create more meaningful connections between our customers, our brand, and the products we offer.”
Changing of the Guard?
While the scope for each agency wasn’t disclosed, industry insiders see this as a potential signal that GSD&M may have to share—or even cede—some of its flagship responsibilities.
The announcement follows a leadership shakeup at GSD&M, with Lee Newman stepping into the CEO role last month after the retirement of longtime chief Duff Stewart. GSD&M, part of Omnicom, recently lost Pizza Hut but added Corona Extra to its roster in 2024. Other clients include Capital One, Stanley, and the U.S. Air Force.
Meanwhile, Leo’s win is the second major creative victory for the newly formed Publicis Groupe agency, following its pickup of Subway’s U.S. business earlier this month.
Creative Crossroads
Southwest has faced its share of challenges in recent months — consumer backlash followed a tone-deaf social post regarding changes to its once-sacrosanct free baggage policy. The airline also ended its signature open boarding system, raising eyebrows among loyal fans. The timing, amid growing economic anxiety, didn’t help.
While Southwest is known for its cheeky tone, the backlash suggests it might be time to reassess how far is too far — and how to balance humor with empathy.
Enter Leo.
The agency’s “fresh approach” might be just what Southwest needs to reconnect with a jittery consumer base. With media spend up nearly 10% year-over-year and total ad and promo expenses soaring 30% in 2024, the airline is clearly investing in brand evolution.
And that means more than just clever taglines — it means creative that lands.
Stay tuned as Leo and GSD&M navigate this next leg together. Will they soar in tandem, or hit creative turbulence? One thing’s for sure — this flight just got a lot more interesting.
ALSO READ:
Instant Pot Brands taps Cramer-Krasselt as Creative and Media AOR
