AGENCIES LAND FLYDUBAI BRIEFS
Media and creative teams chosen by airline.
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