Etihad Airways has appointed BBD Perfect Storm to its agency roster following a competitive strategic and creative pitch.
BBD Perfect Storm competed for the business against a number of unnamed network agencies in the UAE as well as international agencies and will now join Etihad’s creative roster.
The airline created the roster after splitting with M&C Saatchi in 2016. Last year, it also ditched Cheil Worldwide and its US-owned agency, The Barbarian Group, which had worked on the business since 2015.
At the time Etihad Airways vice-president of marketing Tim Burnell said that the brand’s marketing model was “evolving” and the decision to split with Cheil reflected that change along with a “desire to further utilise in-house resources”.
Etihad’s global media and buying account is handled by Starcom. Lowe Open, part of the Mullen Lowe Group formed in 2015 when Interpublic merged Lowe and Mullen – provides direct marketing, data and analytics services. It won a three-year contract in 2016.
BBD Perfect Storm chief executive Jason Foo said: “The airline industry is going through a period of tremendous change. Etihad has a history of innovation and is embracing these changes. We are excited to work with them as the next chapter is written.”
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