Publicis nets $150m Emirates media job

by Kate Nettleton, Campaign 28-Mar-08

Emirates has consolidated its $150 million global media account into Publicis Groupe Media.

The network, led by the Starcom MediaVest Group, secured the business,
which is worth around £9 million in the UK, following a final
shoot-out against the Omnicom-owned OMD. Aegis Media's Carat and the UK

incumbent, the WPP-owned MediaCom, were eliminated from the pitch

earlier this week, before the final round of presentations.

The review, which kicked off in December last year, was run out of Dubai
and was overseen by the Emirates media manager, Susie Hardie.

The airline previously worked with more than 20 media agencies
worldwide, although a large part of the business was shared between
MediaCom and OMD.

Publicis Groupe Media will now take on responsibility for all of
Emirates' media planning and buying across 80 global markets.

In light of mounting competition from Middle Eastern carriers such as
Qatar Air-ways and Etihad Airways, the network's first task will be to
plan and buy a campaign that will focus on the airline's two key
Asia-Pacific markets, Australia and Japan. The media strategy is also
expected to have a strong digital focus.

The appointment does not affect the creative account, which is handled
by Leagas Delaney in the UK.