Airline group Emirates has appointed Y&R Brands as its creative agency, following a six-way pitch.
Y&R Brands takes over from incumbent Saatchi & Saatchi, who pulled out of the process in 2011.
Emirate kicked off the pitch process last year. The agency will handle advertising, digital marketing, event branding and trade communications.
Emirates divisional senior vice president of corporate communications Boutros Boutros said: “Saatchis has provided invaluable support to Emirates over the past eight years in helping build the brand and business to where it is today in this key market, and it is an exciting time as we enter this new chapter for the brand.
“During the review process we were impressed with the strategic insights, and strong integrated model put forward by Y&R brands, and feel confident we have found a great partner in them to respond and adapt to these evolving market dynamics.”
Y&R Brands chief executive Ruseel Howcroft said: “Emirates is a marquee brand and has built a reputation as one of the world’s best airlines. We’re delighted to be part of their new communications team.”
Saatchi & Saatchi chief executive Michael Rebelo said: "We wish Emirates all of the best in the next phase of their journey in Australia. After eight years on the business it was a difficult decision to withdraw from the tender process last year, but I wanted to put a positive full stop on 2011 and start 2012 with new purpose and momentum. We will continue to work hard on delivering Emirates’ requirements, and do whatever we can to support a successful transition."
Y&R Brands will start work with the advertiser in February.
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