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Delta hires company to give it a new image

ATLANTA — Delta Air Lines Inc., struggling to avoid bankruptcy, has hired an international marketing firm to help reshape its image.

Terms of the deal between Atlanta-based Delta and New York-based Ogilvy & Mather Worldwide were not disclosed Wednesday.

Ogilvy & Mather and its media agency partner, Group M/MindShare, will develop a new advertising and brand campaign for the nation's third-largest airline. The campaign will deal with the spirit of Delta's employees and its commitment to customer service.

The campaign will be launched in early 2005. Ogilvy & Mather Worldwide is a subsidiary of WPP Group PLC.

Delta, which operates a hub at Salt Lake City International Airport, also is continuing talks with its pilots union about the airline's request for $1 billion in concessions. The two sides are expected to meet this week.

Delta has warned of the possibility of bankruptcy if it doesn't get the concessions. It also is trying to restructure its $20 billion in debt.

Shares of Delta were up 30 cents, or 8.5 percent, to close at $3.85 Wednesday on the New York Stock Exchange. On the Nasdaq Stock Market, shares of WPP Group gained 47 cents at $47.50.