JWT fights off four to secure dollars 20m global Gulf Air task

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 08 January 1999 12:00AM

Gulf Air, the national carrier of Bahrain, Oman, Qatar and Abu Dhabi, has appointed J. Walter Thompson to handle its dollars 20 million global advertising account.

Gulf Air, the national carrier of Bahrain, Oman, Qatar and Abu

Dhabi, has appointed J. Walter Thompson to handle its dollars 20 million

global advertising account.



JWT pitched against Ogilvy & Mather, Grey, WCRS and DDB. MindShare has

been appointed to handle media on the business.



Michael Maedel, the president of JWT Europe, Africa and the Middle East,

said: ’This is an important and exciting win for us. Gulf Air is a

growing and ambitious company, which is investing significantly in all

areas of its business. The account will be based in our London office

but will link into offices around our network.



Gulf Air’s last campaign was through WCRS but it has not advertised for

nearly two years. London is the major hub for Gulf Air and the bulk of

the spend will be in the UK. The airline has lost ground in recent years

to Emirates and the appointment of JWT is a signal that Gulf Air intends

to re-establish its superiority in the market.



JWT is expected to recommend a global TV campaign for Gulf Air, backed

by tactical regional spend on press and posters. Harry MacAuslan, deputy

chairman of JWT, said: ’Advertising is only the tip of the iceberg. This

is the start of a new initiative for the whole company.’



At the same time, JWT has also been appointed to handle the Coty Rimmel

account worldwide. The agency won the pounds 4 million UK business two

years ago after a pitch against Bartle Bogle Hegarty, Ammirati Puris

Lintas and Testa International.



This article was first published on campaignlive.co.uk

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