Emirates settles global branding and creative pitch

Emirates Airline has selected a team of WPP agencies to handle its global branding and creative account following a pitch.

Headquartered in London, the WPP team called “Team Air” will draw on the combined resources of Grey London and New York, RKCR/Y&R and Geometry Global, as well as Hogarth and TNS to service the airline. Grey London and New York will be working on brand communications for Emirates, and RKCR/Y&R will support with the campaigns for the Rugby World Cup for which Emirates is a Worldwide Partner.

Chris Hunton, who until recently was the head of Team Land Rover for WPP and formerly the CEO of McCann Erickson London, will now lead Team Air.

According to a press statement from WPP, Emirates began an evaluation of its branding and creative needs last year to “support the next phase of its brand development, and respond to new opportunities in a marketing and media industry”.

Boutros Boutros, divisional senior vice president, corporate communications, marketing and brand at Emirates, said: “Our investments in service, product and brand generate tangible returns in the form of customer satisfaction, hundreds of international and industry awards for excellence, and recognition as the world’s most valuable airline brand."

“Emirates is making progress on our journey to become a global lifestyle brand, and Team Air offers a unique collection of creative and branding skills that was custom-made to meet our needs. This tailored approach, backed by the global resources of WPP, creates a formidable partner for any client,” Boutros said.

Emirates Airline is part of the Emirates Group. Based in Dubai, the Emirates Group is a highly profitable business with a turnover of US$26.3 billion and over 84,000 employees in its last financial year.