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.
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.
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.
This article was first published on campaignlive.co.uk
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Account Director / Senior Account Manager Beyond The Book £30000.00 - £37000.00 per annum, South East
- Digital Marketing Exec,Financial services,London Blue Skies Marketing Recruitment £35000 - £45000 per annum, Benefits: +excellent benefits, London
- Mid-weight Digital Designer Source £30000 - £35000 per annum, London
- Junior Digital Designer (Sports) Propel £22000 - £28000 per annum + Excellent Benefits, West London
- Comparethemarket.com first UK brand to run Facebook Premium Video ads
- Guinness Africa launches 'made of black' campaign with Kanye West ad
- Twitter launches learning hub for agencies
- Game Of Thrones actress stars in online Karen Millen campaign
- McDonald's launches 40th anniversary campaign
- Models strip in River Island's first TV campaign