M&C Saatchi has won Etihad’s global advertising account following a competitive pitch.
The appointment follows a lengthy review process that had begun in October last year and had included most of the big global advertising networks. M&C Saatchi’s winning of the account follows on the heels of MediaCom and LBi landing the airline’s global media briefs, with MediaCom tasked with handling above-the-line media planning and buying while LBi will take care of digital media strategy, search and affiliate marketing.
The incumbent on the advertising account was TBWA, which, along with sister Omnicom agency OMD, had won the business when Etihad last reviewed its creative and media accounts in 2005.
Etihad confirmed the appointment of M&C
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