Japan Airlines (JAL) has appointed Speed as its full service media agency in Australia, AdNews understands.
In September, JAL launched a new flight route between Melbourne and Tokyo in a move that directly challenges Qantas' grip on the route.
AdNews understands Speed has become JAL's first media agency in this market to help promote the new route.
Flight Global ranked JAL the 15th largest airline by revenue, with annual revenues of US$11.9 billion in FY17, which is similar to Qantas.
Speed boss Ian Perrin launched the agency last August as a bridge between creative and media agencies with a focus on effective channel planning.
Perrin declined to comment on the JAL appointment but told AdNews he was working on projects with several clients.
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