Emirates wants to become a global lifestyle brand with hire of WPP’s ‘Team Air’
Emirates Airlines is looking to breathe new life into its plan to become a global lifestyle brand, hiring a group of WPP agencies to handle its branding and creative business.
The group of WPP agencies servicing the account include Grey London and New York, RKCR/Y&R and Geometry Global, as well as Hogarth and TNS. Collectively they will be known as ‘Team Air’.
Boutros Boutros, divisional senior vice president, corporate communications, marketing and brand at Emirates, said: “Our investments in service, product and brand generate tangible returns in the form of customer satisfaction, hundreds of international and industry awards for excellence, and recognition as the world’s most valuable airline brand.
“Emirates is making progress on our journey to become a global lifestyle brand, and Team Air offers a unique collection of creative and branding skills that was custom-made to meet our needs. This tailored approach, backed by the global resources of WPP, creates a formidable partner for any client.”
From London, Chris Hunton, formerly the chief executive of McCann Erickson London, will lead the group.
Grey London and New York are set to work on brand communications while RKCR/Y&R are soon to launch activity around the Rugby World Cup, for which Emirates is a partner.
It is also thought actress Jennifer Aniston will feature heavily in future activity, with news emerging that she recently signed a $5m deal with the airline, after rival Etihad recruited Nicole Kidman for its ‘Flying Reimagined’ campaign.