Etihad selects Lowe Open for DM business

Etihad Airways has appointed Lowe Open as its first global direct marketing agency after a competitive pitch.

The shop, part of Mullen Lowe Group, will aim to improve Etihad’s direct marketing activity and also work on Etihad Guest, the airline’s frequent flyer initiative.

Lowe Open will provide data and analytics services to Etihad Airways, Global Loyalty Company and Etihad Guest – all part of Etihad Aviation Group.

The three-year partnership will be led by the agency’s Abu Dhabi office, with support from UK and US teams.

Last year, Etihad appointed Starcom Mediavest Group as its global media planning and buying agency after a competitive pitch, replacing MediaCom. 

M&C Saatchi handles the airline’s global creative account.

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