The agencies won the estimated £5m business following a competetive pitch.
HTW has been briefed to develop Star Alliance's creative strategy. It will produce advertising, direct mail and digital marketing, targeting people who signed up to its member airlines' loyalty schemes, to cross-promote other airlines.
ICLP will manage Star Alliance's data strategy, identifying the individual airlines' most valuable customers.
HTW already works on Star Alliance's brand communications strategy. Earlier this year, it devised an aggressive campaign offering to match benefits offered by Oneworld's loyalty sceme.
Star Alliance is a network of 15 airlines, including United Airlines, Lufthansa and Air New Zealand. It carries 360m passengers a year to 755 airports.
The Oneworld alliance's eight members, including British Airways and Cathay Pacific, fly to 578 destinations and carried more than 220m passengers last year.
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