Emirates picks new global media agency

Emirates has named Havas Media as its global media agency following a competitive review. The account, with annual billings of US$190.5 million according to media reports, was previously handled by IPG Mediabrands out of its UM London office.

All six holding companies were reportedly invited to pitch, with the final three narrowed to IPG Mediabrands, WPP Media, and Havas Media.

The move marks a return for Havas Media, which previously held the account from 2013 to 2020. In 2017, Emirates renewed its contract with Havas through to 2020, tasking the agency with managing the airline’s global media strategy, planning, social, traditional and digital investments across 150 destinations.

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Havas first won the account from Starcom in 2014 and oversaw some of Emirates’ most high-profile campaigns featuring Pele, Ronaldo, and Jennifer Aniston.

In 2020, Emirates appointed IPG Mediabrands as its global media partner after a review that began in August 2019. At the time, a Havas Media spokesperson told MARKETING-INTERACTIVE at the time that the agency had “enjoyed a tremendous partnership” with Emirates over six years, adding that teams around the world were proud of the growth achieved together and wished the airline continued success.

MARKETING-INTERACTIVE has reached out for more information. 

Havas’ return to Emirates comes as the agency expands its global offerings. In September, Horizon Media and Havas joined forces to launch a new agency network, Horizon Global, aimed at meeting the demands of global marketers. With a combined US$20 billion in billings, the network is positioning itself among the world’s largest media agency networks.

Horizon Global will focus on US-centric global client opportunities, while both Horizon Media and Havas Media Network continue to operate independently across their existing portfolios. The business will be headquartered in New York and have a presence in some 100 markets.

The network will merge Horizon’s Blu platform with Havas’ Converged.AI platform, creating an integrated AI solution branded BluConverged, designed to deliver “smarter insights, faster outcomes and true transparency” for global clients.

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