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This is the second of a two-case series (304-566-1 and 504-128-1). Expands on the (A) case by focusing on how the Young & Rubicam (Y&R) advertising agency managed the global relationship with the Star Alliance and acted as its virtual marketing department. The case allows application of the global account management framework in a Marketing Management article by David B Montgomery and George S Yip, and of a critique of the concept in a California Management Review article by David Arnold, Julian Birkinshaw and Omar Toulan. When the Star Alliance was first formed in 1997 it did not have its own legal entity or marketing organisation. Instead each airline seconded an executive to participate in a Marketing Communications Committee. Y&R ended up playing a leading role in developing and implementing. The case discusses the challenges faced by Y&R. Also discusses problems of getting agreement from many companies and nationalities on global marketing strategies and executions.