M&C Saatchi Japan wins global branding account for Japan Airlines

M&C Saatchi Japan has been appointed by Japan Airlines as the creative agency to lead its new global branding.

The appointment follows a four-way pitch held earlier this year.

The announcement

M&C Saatchi’s remit is to develop a new communications message that will reflect Japan Airlines’ unique position, while differentiating it from other airlines.

The new brand message will be reflected in its TVCs and YouTube videos and aired in JAL’s key international markets of the US, Europe and Asia. The agency will also work on other elements of brand identity which will be revealed over the next three years.

Commenting on the appointment, M&C Saatchi Tokyo CEO, Tamio Koshino said: “As the only independent creative agency that is run by Japanese and backed by a global network, the client was impressed by our ability to understand Japanese culture and other sensibilities while being able to marry it with global mindset.

Koshino added: “JAL is a part of Japan’s national identity and we are excited to have a such a prestigious client on our roster. We look forward to building JAL’s unique position in its category.” 

Source: M&C Saatchi


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