The agency, which is setting up an office in the UAE capital following its winning of the global Etihad account in February, already has 15 people in place.
Moray MacLennan, the network’s worldwide CEO, said: “David Glass, an experienced M&C Saatchi operator internationally, is in charge of the office development. We will be recruiting a CEO and creative director and expect to make announcements on at least one of these appointments in the next month.”
Beirut-based Eli Khoury, M&C Saatchi’s CEO for the MENA region, added: “Etihad is the kind of win that deserves the close attention of all of us at M&C Saatchi, and the MENA part is no exception. The developments in Abu Dhabi will demonstrate the network’s commitment to the region. It will also be a good example of how the lines between global and regional are now blurred; many regional brands are now global and many more are on their way, or aspire towards this as well. At M&C Saatchi MENA, we aim for brands that want to do exactly that, and brands that want to address the region with not just advertising but remarkable advertising, as Zain does. We will soon announce new wins that reflect these objectives.”
Following its winning of the Etihad account, 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.
Speaking at the time of M&C Saatchi’s appointment, Peter Baumgartner, Etihad’s 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. We are thrilled to bring the agency on board and very much look forward to the exciting new campaigns we will develop with them.”
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