Emirates shortlists WPP and VCCP for US$300 million global creative business

It is understood that at least two undisclosed independent agencies have also been shortlisted.

This development sees the elimination of Publicis Groupe and Omnicom Group, which were shortlisted in October to enter the second phase of the Emirates review. Interpublic Group was also believed to have been involved in the first phase of the pitch process. Emirates' global creative account is currently held by BBDO/Proximity.

An Emirates spokeswoman said: "We are progressing to the next stage of the pitch with WPP and VCCP. We have also invited selected independent agencies whom we felt would be able to provide a fresh view on our requirements."

The airline is planning to complete its evaluation by March.

According to the spokeswoman Emirates is "seeking to create a new global brand campaign that will impact all touch points."

In a previous statement released to Media, Steve Wheeler, vice-president of advertising and communications at Emirates, said the evaluation "will be completed in time to activate Emirates' sponsorship of the 2010 FIFA World Cup in South Africa and introduce a series of new services, destinations and aircraft, including the latest deliveries of the double-decker Airbus A380."

Starcom Mediavest Group holds the global media business and Ruder Finn is its public relations agency-of-record in China. Emirates currently also works with a virtual agency network dubbed EmPower, made up of more than 100 marketing agencies.

Emirates launched in 1985. It is owned by the Government of Dubai and claims to have grown at least 20 per cent annually since its entrance into the market. The airline currently flies to around 100 destinations in 60 countries and looking to expand its footprint.