DraftFCB is the global agency for Boeing, so they gave up at the pitch at some point because of that. China Southern's pitch focused on Airbus, which is a direct competitor of Boeing.
It is unclear which agency is China Southern's incumbent. The client conducts its media planning and buying in-house.
The win marks Y&R Guangzhou's first local airline client. The agency previously worked on ANA and currently works for Virgin Atlantic in Europe.
The airline hopes to work with the ad agency to establish an "international brand image" to firmly position it as a world-class airline.
Y&R Guangzhou will spearhead the development of communication and creative strategies for the airline including TVC, print ads, and brand promotion activities.
China Southern Airlines, a member of the worldwide Sky Team airline alliance, is one of China's three national airlines companies, including Air China and China Eastern Airlines.
Michael Xia, CEO, Y&R Guangzhou, said: "China Southern Airlines is one of the most welcome and respected airlines in China. We are proud to work with them at such an exciting time for the business."
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