Emi­rates calls ad­ver­tis­ing re­view,

Campaign Middle East - - FRONT PAGE -

Emi­rates has called a re­view of its ad­ver­tis­ing ac­count for the Middle East and North Africa.

A num­ber of agen­cies are be­lieved to be pitch­ing for the busi­ness in­clud­ing the Dubaibased air­line’s in­cum­bent agency of record Im­pact BBDO.

Chris Galanto, Emi­rates’ se­nior vice pres­i­dent for ad­ver­tis­ing, said: “We can con­firm that we are re­view­ing our cre­ative agency net­work for the MENA re­gion and the pitch process is un­der­way. We do not wish to com­ment fur­ther at this stage.”

Last Au­gust, Emi­rates ap­pointed an in­ter­dis­ci­pli­nary WPP team to han­dle its global brand­ing and cre­ative ac­count. Team Air brought to­gether staff from Grey’s Lon­don and New York of­fices, Rainey Kelly Camp­bell Roalfe/Y&R, Ge­om­e­try Global, Hog­a­rth and TNS. Grey Lon­don and Grey New York started de­vel­op­ing brand com­mu­ni­ca­tions for Emi­rates al­most im­me­di­ately, while RKCR/Y&R’s first work was launched around the Rugby World Cup, of which the air­line is a global part­ner.

Emi­rates be­gan its global brand­ing and cre­ative re­view in 2014. Be­fore that, it worked with the Am­s­ter­dam-based in­de­pen­dent agency No­mads from 2013.

WPP will be keen to add the Middle East and North Africa busi­ness to its global brief, with agency pre­sen­ta­tions un­der­stood to be sched­uled to be­gin in early Fe­bru­ary.

In Oc­to­ber last year, Rainey Kelly Camp­bell Roalfe/Y&R rolled out its first spot for Emi­rates fea­tur­ing Hol­ly­wood ac­tor Jen­nifer Anis­ton with the star seen search­ing for a shower on an aero­plane. She was hor­ri­fied when told by the flight at­ten­dants that she was not on an Emi­rates plane as she had thought. Hap­pily, the Amer­i­can ac­tor later awakes in her pri­vate Emi­rates cabin and is then seen ex­plain­ing her night­mare to the first class lounge’s bar­tender.

The for­mer Friends ac­tor be­came the face of the brand just be­fore the air­line an­nounced the ap­point­ment of the be­spoke WPP team to its global cre­ative ac­count. She will ap­pear in a se­ries of TV, dig­i­tal and print ads.

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