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Etihad Airways has selected M&C Saatchi as its
new global creative agency partner.
M&C Saatchi will manage the airline’s brand
communication strategy, international above-the-line and online
display campaigns, including development of creative for brand,
product and service communications, tactical promotions and new
route launches.
The agency, which is headquartered in London,
will service the account globally from a new local office
currently being established in Abu Dhabi, opened specifically to
service Etihad Airways.
“We are entering a new phase where we
decided to make a fresh start with a new agency to partner us for
the next stage of our brand’s journey. M&C Saatchi has
demonstrated an expert understanding of the airline business and
they have an exemplary record within this industry. We are
thrilled to bring the agency on board and very much look forward
to the exciting new campaigns we will develop with them,” said
Peter Baumgartner, Etihad Airways Chief Commercial Officer. “In our first eight years, Etihad Airways made rapid progress in developing global recognition and appreciation
for our brand. Our previous agency has been with us throughout
this journey and instrumental in this success. We thank them for
their support and great work during this critical period.”
Moray MacLennan, M&C Saatchi Worldwide Chief
Executive, added, “This is a significant win for M&C Saatchi
globally and means we will be opening our 26th office worldwide in
Abu Dhabi. We are thrilled to be working with Etihad Airways on
the next stage of their journey.”
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