Etihad has realigned its global media agency partners handing the Australian media business to Starcom.
The account includes Etihad partner airlines Alitalia, Air Berlin and Jet Airways.
The airline group is hoping to achieve “scaled benefits” across key markets and centralised strategic advice and planning.
Shane O’Hare, Etihad Airways’ senior vice president of 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.”
Starcom will hadnle the business in Australia, the United Arab Emirates, Germany, Italy and India, with central coordination from their EMEA head office in London.
Matt Blackborn, president of investment and diversification at Starcom Mediavest Group, said: “This is a unique client brief and relationship as it brings together multiple brands from the same industry and is ground-breaking in the agency world.”
Etihad's latest campaign features Nicole Kidman.
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