Emirates shortlists four agency groups for global advertising business

The shortlist leaves Interpublic Group, which was believed to be involved, out of the pitch. Emirates' global creative account is currently held by BBDO/Proximity. 

The review process was initiated by the airline in July this year.

Steve Wheeler, senior vice-president of advertising and corporate communications at Emirates, confirmed the news to Media and said that the airlines’ aim is “to streamline the agency resource model, generate fresh consumer insights, extend the brand footprint and improve campaign efficiency.”

Wheeler said that the scope includes Emirates’ advertising, digital, PR, event and sponsorship activity in over 100 countries in six continents.

“The evaluation will be completed in time to activate Emirates' sponsorship of the 2010 FIFA World Cup in South Africa and introduce a series of new services, destinations and aircraft, including the latest deliveries of the double-decker Airbus A380,” added Wheeler.

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 around 100 destinations in 60 countries, but wants to expand its footprint.