Ethihad moves $4m account from Mediacom to Starcom following global alignment
Ethihad Airlines is to move its local $4m media account from Mediacom to Starcom following a global realignment.
The decision is just the latest in a number of global media pitches currently impacting the Australian market with more than $200m at play.
The announcement:
The move sees the Ethihad brands which include Etihad Airways, Alitalia, Air Berlin and Jet Airways have announced that Starcom, part of Starcom Mediavest Group, has won the contract to become the airline group’s new global media agency, following a joint tender sent to several leading agency networks.
Starcom was selected by EAP to deliver scaled benefits by aligning media spending power across key markets and to provide added value and centralised strategic advice and planning to meet the unique commercial needs of the airline grouping.
Shane O’Hare, Etihad Airways’ Senior Vice President Marketing, said: “Starcom demonstrated that they fully understand the emerging media scene which has digital media at its core.
Their highly experienced team, resources, planning tools and buying clout in all the key EAP markets gave them a clear edge in the tender.
“The depth of the relationships within the EAP allows us to go even further with our joint media strategy alignment, and will allow Starcom to maximise returns on our collective investment and to ensure that each unique brand experience is brought to life with optimum exposure on a global scale.”
The appointment of Starcom will allow the EAP to benefit from a superior knowledge and skill base within one agency to service all partners with market and industry insights and to provide access to leading edge global thinking and proprietary technology with consistency across all partners.
Starcom will service the EAP airlines in key hubs in the United Arab Emirates, Germany, Italy and India, with central coordination from their EMEA head office in London.
