HS Ad has held the account for the past 15 years; the last review took place around five years ago.
According to a source close to the review, the first round of pitching included Welcomm Publicis, Oricom and SK M&C in addition to the shortlisted agencies.
The source noted that Korean Air’s head of advertising had previously worked on the agency side at HS Ad.
Based in Seoul, Korean Air is South Korea’s largest airline. Its current branding slogan is ‘Excellence in Flight’.