Etihad selects Starcom as global media agency

Etihad Airways owner Etihad Airways Partner (EAP) has appointed Starcom its global media agency following a competitve process.

The account gives the agency oversight of the media strategies for EAP's Etihad Airways, Alitalia, Airberlin and Jet Airways brands. It is tasked with aligning the company's media spending power across key markets and will also advise on how its media placements can have more of an impact on the group's commercial objectives.

Starcom will service the airlines in their key hubs in United Arab Emirates, Germany, Italy and India centrally from its EMEA head office in London

Gaurang Shetty, senior vice-president commercial at Jet Airways, said: “Starcom showed their ability to add value to our media investments and demonstrated their thorough understanding of the evolving media scenario. Starcom’s solution was backed with data, insights and relevance to the brand’s core values. We look forward to partnering with Starcom to develop synergies along with other Eithad Airways Partner airlines.”

Starcom's appointment will allow EAP to spearhead its media plans from a single agency while also tapping into the local insights from its own brand teams as well as the agency's experts in those markets.