Scott Feasey,

ArabAd - - AD TALK -

Eti­had has parted com­pany with M&C Saatchi fol­low­ing a re­view of the Abu Dhabibased air­line’s ad­ver­tis­ing ac­count. The split means that Eti­had will now man­age its com­mu­ni­ca­tions needs via global dig­i­tal and so­cial mar­ket­ing agency part­ner Cheil and in-house out­fit Vis­coms. M&C Saatchi orig­i­nally won Eti­had’s global ad­ver­tis­ing ac­count back in Fe­bru­ary 2012, with the agency opening an of­fice in the UAE cap­i­tal shortly af­ter. Dis­cussing the loss of the ac­count, chief ex­ec­u­tive of M&C Saatchi UAE, said: “Our statu­tory five-year con­tract with Eti­had has come to its end and both par­ties have agreed not to re­new for an­other five years. It’s been a fan­tas­tic part­ner­ship that has seen the air­line de­velop into one of the most recog­nised brands in the world. “We are very proud of the work and in par­tic­u­lar the global brand cam­paigns – no­tice­ably the ‘Fly Reimag­ined’ work with Ni­cole Kid­man – that has been in­stru­men­tal in ce­ment­ing its global po­si­tion­ing. Eti­had now has a solid brand plat­form un­der it and is look­ing to fo­cus more on tac­ti­cal cam­paigns in 2017, which can be han­dled by their in­ter­nal comms agency or dig­i­tal in­cum­bents. We wish them ev­ery suc­cess and know they will not dis­ap­point.” The Abu Dhabi of­fice of M&C Saatchi will con­tinue to ser­vice its other cap­i­tal-based clients, in­clud­ing the Abu Dhabi Tourism & Cul­ture Author­ity, Al­dar, twofour54 and Image Na­tion.—i.a.

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