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
- Head of Marketing, Beauty Blue Skies Marketing Recruitment £60000 - £100000 per annum, London
- Client Services/ Head of Commercial/ Business Development Premier Media £45000 - £55000 per annum + up to 20% bonus, London
- Digital Producer - Games Digital Gurus £35000 - £45000 Per Annum, London
- Sales and Marketing Manager Stopgap £30000 - £40000 per annum, London
- Head of SEO Ultimate Asset £50000 - £65000 per annum + Amazing Benefits, London
- ASA receives 240 complaints about Sainsbury's Christmas ad
- John Lewis Christmas ad gets three times more views than Sainsbury's in first 24 hours
- Watch: The Post Office's first Christmas TV campaign in five years
- Watch: Ant and Dec star in Morrisons' festive campaign
- DigitasLBi is on hunt for new media leader as Ling exits
- Samsung launches first Christmas TV campaign in the UK