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Emirates picks Publicis SG to handle Southeast Asia and China duties

Emirates has handed its creative business to Publicis Worldwide in Singapore. Following the move, Publicis Worldwide’s Singapore team will work on the business in markets including Southeast Asia and Greater China. The scope of work includes delivery on all regional brand and local campaigns.

“We are very proud to have won the Emirates business for Southeast Asia & Greater China. It’s an outstanding global brand, and we have assembled our very best talent and capabilities in Singapore to unlock even greater success for Emirates in this part of the world,” said Joanne Theseira, managing director, Publicis Singapore.

Emirates is an international airline based in Dubai, United Arab Emirates. Out of Southeast Asia and Greater China, the airline operates 305 flights a week to Dubai, where passengers can connect onwards to North America, Europe, South America, the Middle East and Africa.

In October last year, Emirates launched a US$15 million campaign in a bid to inspire travel and promote the airline’s extensive network of global destinations including its home and hub, Dubai. The ad spot utilises camera work which transitions between key destinations and Emirate’s onboard features, culminating in Dubai. This is coupled with a soundbite on Emirates connecting the world through Dubai.

Earlier this year, it ran a campaign promoting travel on its Economy Class with a campaign focusing on an issue close to the hearts of all travellers – seat upgrades. The campaign was conceptualised and produced by Emirates’ in-house brand team and Y&R London, anchored by a hero 30-second spot and supported by more than a dozen different vignettes.

Closer to home, Emirates appointed Abdalla Al Zamani as country manager of Malaysia to spearhead growth efforts nationwide. He reports directly to Andrew Bunn, Emirates area manager, Singapore, Malaysia and Brunei. Abdalla will be based in Malaysia to lead the Malaysian commercial operations, working together closely with Bunn, on a strategic business level, according to Emirates’ statement.

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