Agencies vying for the business are believed to include incumbent HS Ad (formerly LG Ad), Cheil Worldwide, Daehong and TBWA Korea. The carrier’s entire domestic and international business is understood to be worth between US$40 million and $50 million. The scale of the business up for pitch has not been confirmed, but it is thought to be a comprehensive review.
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’.
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’.
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