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Etihad taps Cheil and Barbarian Group for digital and social as the airline expands to the states

United Arab Emirates-based Etihad Airways has enlisted Cheil Worldwide and New York-based agency Barbarian Group to handle its digital and social media efforts as the company continues to grow and target the US market.

While Barbarian Group will be responsible for the brand's digital and social creative, strategy will be shared between Barbarian’s NYC office and Cheil’s Dubai office.

According to a Barbarian Group spokesperson, work will begin rolling out this fall through 2016.

The airline, which currently flies to six destinations in the US, named Publicis Groupe’s Starcom as its global media agency last month.

Earlier this year, the company unveiled a global campaign created by M&C Saatchi Australia featuring Nicole Kidman. M&C Saatchi is the airline's above the line agency.

Called ‘Flying Reimagined,’ the TV spot positioned the brand as one that is not just improving the airline experience but actually reinventing it. It also included print, digital, and outdoor elements.

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