Etihad Airways has appointed MediaCom as its global media agency, in a move that will see Omnicom-owned PHD lose the account locally.
The airline kicked off the global review last year. Globally, the account is believed to be worth around $160 million.
PHD has held the account locally for four years. Globally, PHD's sister agency OMD is the incumbent.
MediaCom executive chairman Toby Jenner confirmed MediaCom has won the account globally, but said the placement of the account locally would depend on the results of the Qantas pitch, which is currently in play.
“There are numerous brands within GroupM's portfolio, including MediaCompete, where we can house Etihad, depnding on how the pitch process with Qantas unfolds,” Jenner said.
Etihad's global creative account, held by TBWA, is also currently out to review. A decision is expected imminently.
The mammoth Qantas media account is currently under review. MediaCom is battling against OMD and incumbent ZenithOptimedia. A decision is expected in early 2012.
The Qantas digital and creative accounts are also under review.
According to Nielsen, Etihad spent an estimated $3.5 million in the 12 months to October 2011, up from $1.4 million in the prior period.
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