When American Airlines and British Airways planned to form a global alliance, history was made in the airline industry.
Maurice Saatchi, the legendary advertising guru approached us with the proposed collaboration and the brief to develop a name. After the CEOs of the respective companies met, there was a need to table a proposal proactively.
We conducted a brainstorming session where more than one hundred options for the brand name were created. Despite the wide variety of potential candidates, a unanimous favourite was chosen. Oneworld.