Emirates has confirmed the completion of the first round of the global advertising pitch it instigated in early June.
Commenting on the pitch’s progress, Boutros Boutros, Emirates’ divisional senior vice president, corporate communications, said: “We are finalising our shortlist and are looking to progress to the next stage of agency reviews next month [October].”
The process has already seen an unexpected development when Emirates moved its $5.7 million UK advertising account out of incumbent Leagas Delaney and into VCCP’s London office without a pitch.
VCCP, which has an office in Abu Dhabi and works with clients such as Qatari Financial Centre, was asked to handle the business after its presentation to the airline as part of the $270 million global advertising pitch.
Speaking at the time, an Emirates spokesman admitted that the account had moved but said it had nothing to do with the global review.
He said: We can confirm that Leagas Delaney is being replaced by VCCP. This is entirely unconnected with the pitch for a global marcomms agency. It is purely a UK appointment by Emirates.”
This represents the first time VCCP has worked with Emirates. However, the VCCP Group-owned brand promotion specialist Branded Moments of Truth worked on a project for the airline three years ago, and Bell Pottinger, which is part of the VCCP parent Chime Communications, handles the airline’s public relations.