Etihad appoints indies Crossmedia and Hyland to media account

Independent agencies Crossmedia and Hyland have collaborated to jointly win Etihad Airways’ media account.

In a statement, Hyland said the appointment is proof that “transparent models and everyday accountability for client results” show that independents can “collectively out-pitch the big global agencies”.

“We have thoroughly enjoyed the collaborative nature of working side by side with Crossmedia and other agency owners to collectively show our business smarts and pitch on Etihad,” Virginia Hyland, founder of Hyland, said.

“It is encouraging to see that global clients who desire different thinking to help their businesses grow are now considering and appointing owner operator agencies across the globe. There is something very special about the local accountability and on ground team dedication that independent agencies can truly deliver.

“Where the people pitching are the people working day to day to bring greater results and senior thinking to a business beyond the senior pitch team. As business owners, our desire to make a difference to clients is far greater. We are determined to show Etihad that there is a better way.”

She added that she’s excited for Hyland to “work with Crossmedia and Etihad to deliver better results”.

Crossmedia’s mission is similar to Hyland’s, with its website stating: “With over 90% of the media in the world placed by six holding companies, it’s clear that the media services industry needs an alternative. The holding companies and the largest independents still operate under the legacy model of transacting time and space. Crossmedia is a future-built agency, one that focuses on solving problems”.

In March, History Will Be Kind won Etihad’s communications account.


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