Qatar Airways awards £40m advertising account to JWT

Qatar Airways is understood to have handed its global creative account to JWT after calling a pitch in the summer.

Qatar Airways: activity will likely focus on the Airbus A350
Qatar Airways: activity will likely focus on the Airbus A350

The business, worth an estimated £40 million, was contested by a longlist that is thought to have included the roster agencies 180 Amsterdam, Y&R and Grey Group Singapore.

JWT is now expected to kick off activity for the Qatari government-owned airline early in the New Year.

The creative treatment is expected to concentrate on ads promoting Qatar Airways’ six-month exclusive contract to fly Airbus’ new A350, heralded as one of the lightest, most fuel-efficient and environmentally friendly planes in the world, with extra-wide economy seats.

Qatar Airways is one of the world’s fastest-growing airlines and currently serves more than 140 destinations. Advertising activity is likely to focus on countries where it flies to more than five cities, including the UK, China, India, the US and the United Arab Emirates.

A decision on Qatar Airways’ pan-European media pitch is said to be imminent. It has been described as a procurement-led process, which is handled by the company’s UK and German bases and is designed to streamline its partner agencies.