Following a creative pitch process that was initiated in January 2016, Dubai-based Emirates Airline has awarded the advertising mandate for the MENA region to Leo Burnett. For the agency, the win brings a sign of confidence given the recent formation of Publicis Communication in the region.
It is understood that several agencies from the region were part of the pitch process. Emirates Airlines will continue to work with other agencies in its roster for other markets that includes the likes of Impact BBDO and the WPP consortium Team Air.
“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,” commented Chris Galanto, Emirates’ Senior Vice President, Advertising.
The partnership between Emirates Airline and Leo Burnett Dubai will commence in June 2016, and the agency will be tasked with developing strategy, creative, trans-creation and various adaptations for the business needs of Emirates Airline in the MENA region. This would include the Gulf, including Yemen, Levant, covering Lebanon, Jordan, Iraq and Iran, and North Africa, including Egypt, Libya, Tunisia, Algeria and Morocco.
“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 achieve their objectives,” shared Kamal Dimachkie, Executive Regional Managing Director, Leo Burnett Dubai.
Emirates Airline is part of the Emirates Group. Based in Dubai, the Group consists of dnata, one of the largest air services providers globally, and Emirates Airline, the rapidly expanding international carrier. Currently, Emirates flies to over 140 destinations across six continents on a modern fleet of 230 wide-bodied aircraft.
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.
Updated with official comment on 14th April 2016
