Team Air will bring together staff from Grey’s London and New York offices, Rainey Kelly Campbell Roalfe/Y&R, Geometry Global, Hogarth and TNS.
Chris Hunton will run Team Air. He was most recently the head of Team Land Rover at WPP. Land Rover moved its global digital and creative business to Spark44 in March.
Grey London and Grey New York have started developing brand communications for Emirates, while RKCR/Y&R’s first work will be around the Rugby World Cup, of which the airline is a global partner.
Emirates began its branding and creative review last year. Before that, it worked with Nomads from 2013.
Boutros Boutros, the divisional senior vice-president, corporate communications, marketing and brand, at Emirates, said: "Team Air offers a unique collection of creative and branding skills that was custom-made to meet our needs."