M&C Saatchi lands £100m global Etihad ad account

Etihad Airways, the international airline based in Abu Dhabi, has appointed M&C Saatchi Worldwide to handle its £100 million global advertising account.

Etihad: TBWA Worldwide has been replaced on the account
Etihad: TBWA Worldwide has been replaced on the account

The agency captured the business after a review that began in October last year. M&C Saatchi, once British Airways’ agency of record, won a pitch that also involved Saatchi & Saatchi, Leo Burnett and Beattie McGuinness Bungay.

TBWA Worldwide was the previous incumbent and had held the account since 2005. The agency created Etihad’s recent TV campaign promoting its first-class suite and business-class flat bed, using the strapline: "From Abu Dhabi to the world."

M&C Saatchi will service the account from its London office as well as set up a new hub in Abu Dhabi.

Earlier this month, Etihad reappointed LBi to its digital media account and Media-Com to its traditional media business. OMD previously handled the media account.

The ad review follows investment by the airline in building its brand through sport tie-ups. Etihad, which was launched in 2003, signed last year as the main shirt sponsor of Manchester City Football Club in a ten-year, £400 million deal.

As part of the deal, the club’s ground was renamed the Etihad Stadium, with financial support given to a nearby sporting facility, to be named the Etihad Campus.

Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).