Etihad Airways has appointed LBi to manage its global digital media strategy, alongside its search and affiliate marketing account, with MediaCom selected to manage above-the-line media planning and buying.
The appointment follows a global agency review and extends the agency’s relationship with Etihad Airways.
Peter Baumgartner, chief commercial office for Etihad Airways, commented: “Etihad Airways is the fastest growing airline in the history of commercial aviation, so we sought out media agencies that can not only keep up with our pace of growth, but also help us bring our brand to a global audience in a more innovative and effective way.
“This is the first time we have split our ATL and digital media into separate contracts, which we elected to do simply to ensure that we are able to best leverage specialist agency strengths.”
Laurent Ezekiel, worldwide client services director, LBi, added: "Having partnered with Etihad since 2008 we are absolutely delighted by this appointment, which feels like a natural extension of our relationship, while underpinning our growth in the region under the guidance of MENA MD Amy McFarling.”
Both LBi and MediaCom will service the account globally from Abu Dhabi.