Publicis tipped to capture South East Asia creative account for Emirates

Publicis is close to landing the Emirates creative account in South East Asia following an under-the-radar competitive pitch, Mumbrella understands.

The account is likely to be led out of Singapore should the appointment be confirmed, according to sources.

China is also up for grabs.

Ogilvy is among the agencies understood to be in the running.

Emirates confirmed to Mumbrella that a pitch has taken place but said no decision has been made.

“Emirates has not made a decision on awarding the creative account for South East Asia and China to any agency,” an airline spokesperson said. “Several agencies participated in a recent RFP process, however we are still in negotiations at this stage.”

The capture of Emirates’ creative account would be the second major airline coup for Publicis in a month. The network won a significant slice of Cathay Pacific’s business at the end of August, with Publicis creative and media agencies set to take care of the airline’s market activity.

Publicis has also thrown its hat into the ring for Singapore Airlines.

The network declined to comment on the Emirates pitch.

The last work for Emirates to appear in Singapore was the global ‘upgrade your airline’ campaign earlier this year. Created by Y&R London, ads saw passengers try to blag upgrades by juggling, feigning injury and serenading stony-faced check-in staff.

In 2015, Emirates, which operates around 13 routes from its Dubai hub to Southeast Asia, awarded its global brand and creative account to WPP.

Headquartered in London, Team Air including Grey London and New York, RKCR/Y&R and Geometry Global, as well as Hogarth and TNS.


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