Dubai-based Emirates Airline has initiated a review of its global advertising business and invited a number of agency networks to pitch for its integrated communications strategy.
Emirates currently uses various agencies around the world on a market-by-market basis and it is now believed to be looking to consolidate its advertising into one network. The winning agency will take responsibility for advertising across more than 80 global markets.
Maurice Flanagan, executive vice chairman Emirates Airline and Group, said: “The business has grown in size and complexity, and we have now reached a stage where we are looking to further develop the Emirates brand and brand reach to take us forward through the next five to 10 years. We are still in the very initial stages of evaluation. It is too early to go into details of whether we intend to replace our existing agency structures, or to speak of budgets. For our existing agency partners, it is business as usual although no doubt some of them will be roped in by their holding groups to contribute to the pitch.”
An invitation to pitch was sent out on 31 May to key holding groups Publicis, Omnicom, WPP and Interpublic, plus Chime Communications. Emirates intends for the initial pitch process to commence at the end of July.