MediaCom and LBi have won Etihad’s global media accounts following a multi-agency review.
WPP agency MediaCom will handle above-the-line media planning and buying, while LBi will take care of digital media strategy, search and affiliate marketing. The incumbent on the media buying account was OMD, which had held the business since 2005, when the airline last reviewed its creative and media accounts. OMD’s sister Omnicom agency TBWA currently holds the creative account, although that is also under review, with a decision thought to be imminent.
Both MediaCom and LBi, which originally won the airline’s global digital account in 2008, will service the account (estimated to be wor
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