How United Airlines Turned Procurement into a Creative Advantage
By embedding procurement earlier in the creative process, United Airlines is moving faster across more than 100 brand marketing contracts and turning agency complexity into a source of speed, clarity, and measurable growth
United Airlines is reframing procurement as a creative partner — not a gatekeeper — to move faster across more than 100 active brand marketing contracts. The airline's integrated approach may offer a replicable model for marketers navigating agency complexity at scale.
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