Leading UAE-based airline, Etihad Airways, has selected M&C Saatchi as its new global creative agency partner.

M&C Saatchi will manage the airline’s brand communication strategy, international, above-the-line and online display campaigns, including development of creative for brand, product and service communications, tactical promotions and new route launches, a statement from the airline said.

The agency, which is headquartered in London, will service the account globally from a new local office currently being established in Abu Dhabi, opened specifically to service Etihad Airways.

The selection is an outcome of an agency review process during which the airline invited selected global agency networks to respond to a creative brief, the statement said.

Peter Baumgartner, Etihad Airways, chief commercial officer, said: “We are entering a new phase where we decided to make a fresh start with a new agency to partner us for the next stage of our brand’s journey. M&C Saatchi has demonstrated an expert understanding of the airline business and they have an exemplary record within this industry.”

Moray MacLennan, chief executive, M&C Saatchi worldwide, said: "This means we will be opening our 26th office worldwide in Abu Dhabi.” – TradeArabia News Service