Leo Burnett wins Emirates account

Leo Burnett Dubai has won Emirates’ creative account for the Middle East and North Africa following a competitive multi-agency pitch.

The new partnership will commence in June, with the agency tasked with developing strategy and creative for the business needs of Emirates across the MENA region. It will also work on transcreation and the adaptation of work for the regional market. The incumbent on the account had been Impact BBDO.

Chris Galanto, Emirates’ senior vice president of advertising, said: “During the RFP process, the Leo Burnett team demonstrated an excellent grasp of our strategic, brand and tactical communication requirements and the ability to deliver inspiring creative work across channels. Importantly, they offered several initiatives to improve production and process efficiencies. We look forward to working with them.”

Kamal Dimachkie, executive regional managing director at Leo Burnett Dubai, also stated: “We have tremendous respect for Emirates Airline as a company and as a brand. Emirates has been a force in the region and is a global leader in the field of travel. Just like it has redefined the industry in which it operates, the Emirates brand continues to lead and to innovate. This is a huge responsibility that we will treasure and honour. We will collaborate with Emirates and support them with daring ideas and lateral communication solutions that enable them to achieve their objectives.”

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.

Emirates was ranked as the most valuable airline brand in the world by the 2016 Brand Finance Global 500 report.