Me­dia and cre­ative teams cho­sen by air­line.

Campaign Middle East - - FRONT PAGE - By Eleanor Dickinson

Memac Ogilvy has been cho­sen to lead the ad­ver­tis­ing ac­count for air­line fly­dubai fol­low­ing a com­pet­i­tive pitch, Cam­paign has learnt.

It un­der­stood that the Dubai-based agency is to take over cre­ative du­ties from the in­cum­bent Y&R for the low-cost car­rier, though the con­tract has yet to be for­malised.

Y&R won the ac­count in Jan­uary last year, just three months be­fore the de­par­tures of the then-CEO Joseph Ghos­soub, man­ag­ing di­rec­tor Na­dine Ghos­soub and Shahir Zag, the agency’s chief cre­ative of­fi­cer. A fly­dubai spokesperson told Cam

paign: “We are cur­rently fi­nal­is­ing an RFP and our de­ci­sion will be made shortly.” Ogilvy was un­able to com­ment at the time of go­ing to press.

Fly­dubai has also ap­pointed OMD UAE to han­dle its me­dia ac­count, which was pre­vi­ously held by Me­di­avest.

OMD will work with the air­line on me­dia plan­ning and buy­ing and on data and an­a­lyt­ics across its network.

Com­ment­ing on the ap­point­ment, Mike Evans, se­nior vice-pres­i­dent for cus­tomer ex­pe­ri­ence, brand and com­mu­ni­ca­tions at fly­dubai, said: “In our search for a me­dia buy­ing part­ner, OMD has clearly demon­strated the tan­gi­ble value we could ex­tract from our me­dia com­mu­ni­ca­tions to match our growth am­bi­tion, es­pe­cially in their use of data and an­a­lyt­ics in un­lock­ing sharper in­sights for our me­dia strate­gies and max­imis­ing profitabil­ity.

“We are ex­cited to start our part­ner­ship with OMD and ben­e­fit from their be­spoke ap­proach and tools.”

Nadim Sa­mara, man­ag­ing di­rec­tor for OMD UAE & Lower Gulf, added: “Ever since it’s taken to the air, f ly­dubai has con­tin­ued to grow and make the world a lit­tle smaller and eas­ier to reach for the mil­lions who f ly its routes. Its ap­proach to mar­ket­ing is closely aligned to ours and we are thrilled to be able to work with f ly­dubai. We both place im­mense value on an­a­lyt­ics to drive mar­ket­ing per­for­mance for our cli- ents. The team and I look for­ward to in­no­vat­ing fur­ther with f ly­dubai and ac­tively con­tribut­ing to the air­line’s fu­ture suc­cess.”

Es­tab­lished in 2008 by Sheikh Ahmed bin Saeed al-Mak­toum, the chair­man of Emi­rates, f ly­dubai serves 90 des­ti­na­tions across the MENA re­gion, Asia, Africa and Europe.

Max­imis­ing profitabil­ity: OMD UAE will han­dle me­dia, data and an­a­lyt­ics

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