Mediaedge:CIA won the business from Zenith Media in countries outside the US, without a formal pitch. Fallon, which holds the creative account, will handle media planning and buying in the US. Zenith won the global business in January 2001 from The Media Edge before the agency merged with CIA last year.
The value of the global account has not been disclosed. The account is worth about £3.5m in the UK, the airline's biggest European market.
The company's losses are expected to reach $2.5bn (£1.59bn) this year.
However, the media appointment underlines its 'business-as-usual' approach, with the Chapter 11 proceedings allowing it time to restructure.
The airline last week mailed customers, travel agents and staff to reassure them that it would continue operations while the proceedings are under way (Marketing, December, 12).