The review saw the work shifted out of Zenith Media, which has held the account since July 2001. It follows a reduction in the airline's media spend from $78.4m (£48m) in 2000 to $57.3m last year after the September 11 terrorist attacks.
The extent of the airline's troubles were highlighted last week by the news that it is filing for Chapter 11 bankruptcy protection. Last week, United mailed its stakeholders to reassure them that it would continue operations as normal. It also said relationships with its marketing services agencies would be unaffected.
Jerry Dow, United's director for worldwide marketing communications, said: "As United navigates through a very difficult business climate, we believe we've surrounded ourselves with the best possible partners to help us manage through it."
Mediaedge:cia picks up the majority of the airline's international media planning and buying, including Europe, Latin America and Asia Pacific, from January 1. Media for Japan continues to be handled by ADK, and Fallon Sao Paolo retains the Brazil account.
Fallon, United's global creative agency, also handles its global strategic and domestic media planning.
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This article was first published on brandrepublic.com