1 This year marked the end of an era as Etihad Airways dropped M&C Saatchi as its global creative agency after five years. The partnership, ended after a contractual review, put Etihad in the headlines around the world with its campaign featuring Hollywood star Nicole Kidman. In consolation to M&C, Etihad did not re-pitch the account and instead absorbed it into its own in-house team and that of its digital agency Cheil.
2 ‘All under one roof’ was a phrase bandied around frequently throughout 2016, though no more so than in February. As the Middle East appeared to suddenly catch up with the waves of agency streamlining seen in Europe and the US, February saw the Publicis Groupe soc
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