IPG Mediabrands has won the Emirates airline global media account after a competitive review which got underway last July. Havas, the incumbent, and WPP also took part in the pitch. The account is expected to move to the Interpublic group in the autumn and that one of its flagship agency brands, UM, will be handle the airline’s buying and planning.
It is known that data is known played a central role in the pitch process with some observers pointing to Kinesso, a new Interpublic division, which uses software and tech to bolster data-driven campaigns and target audiences more accurately. Havas has handled Emirates since 2013. At the time, the airline’s media spend was around €150 million.
