Emirates calls global advertising pitch

Major ad holding companies have been invited to pitch for the account including Omnicom Group, BBDO Worldwide, WPP and Interpublic Group. Top executives from the groups are believed to be in Dubai for meetings with the client. The review is expected to conclude in September. A source close to the account said the pitch would be headed from Emirates’ London office.

Executives close to the pitch said Emirates’ consolidation plan intends to streamline the airline’s marketing initiatives, thereby cutting costs and helping to establish a unified marketing message across various global markets.

Emirates global creative account is currently held by BBDO/Proximity. Insiders are tipping BBDO to retain the account.

Starcom Mediavest Group holds the global media business and Ruder Finn is its public relations agency of record in China. Emirates currently also works with a virtual agency network dubbed EmPower, made up of more than 100 marketing agencies.

Emirates launched in 1985. It is owned by the Government of Dubai and claims to have grown at least 20 per cent annually since its entrance into the market. The airline currently flies to some 100 destinations in 60 countries, but wants to expand its footprint.