By Emily Tan
Publicis Groupe-owned Starcom has won the global media planning and buying account for Etihad Airways and its three largest partner airlines Alitalia, Air Berlin and Jet Airways.
Several agency networks had been invited to pitch for the consolidated account in April, including Etihad Airways’ incumbent agency MediaCom. Incumbents for the other airlines involved were OMD for Air Berlin, Mindshare for Alitalia and Dentsu Aegis Network for Jet Airways.
The combined media spend of all the airlines is unknown. But when MediaCom and Digitas LBi won Etihad’s media and digital accounts respectively in 2012, the estimated spend was $160 million.
Starcom, which is part of
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