David Blecken
Nov 28, 2017

Japan Airlines hires M&C Saatchi for new global positioning

The airline is looking for greater differentiation in the US, Europe and Asia.

A still image from a recent JAL branding campaign

Japan Airlines JAL has appointed MC Saatchi Japan to work on a new global branding strategy in the run-up to Tokyo 2020. The move follows a pitch that included four agencies.

JAL is an Official Airline Partner of Tokyo 2020. MC Saatchi did not give details as to what direction the branding strategy will take, but said the message would “reflect Japan Airlines’ unique position, while differentiating it from other airlines”.

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