Agencies have been approached directly to pitch for the account. The process will be led out of London.
It is understood that the brief is to promote its Boeing 777s. Emirates currently works with global agencies including Lean Mean Fighting Machine, StrawberryFrog and Atmosphere BBDO.
The rethink follows a review of the Emirates UK advertising business. After a three-month pitch, the account moved to G2 Joshua earlier this month.
The win extended G2’s relationship with Emirates, with which it also works in Europe. The UK business was previously handled by Publicis Chemistry.
The airline recently announced that it is renewing its shirt and stadium sponsorship of Arsenal Football Club. The deal is worth £150 million over five years and is one of the biggest of its type.