It is thought that Carat, Starcom, Omnicom Media, MediaCom and Interpublic Group will vie for the account.
Emirates currently works with over 20 agencies worldwide, although large parts of the business are with MediaCom, OMD and Interpublic. The brief is thought to focus on Emirates’ two key Asia-Pacific markets: Australia and Japan, and is expected to focus on digital and sustainability.
“Emirates wants a long-term partner,” said a source involved in the review. “It wants help to grow routes and traffic. Emirates has great name perception, but wants reality to match that via trial.”
The airline faces mounting competition from fellow Middle Eastern carriers Qatar Airways and Etihad Airways. Qatar Airways has shelved a six-agency pitch for its $30 million global media account, a move that is expected to see QMedia, a new entity formed from an alliance between JCDecaux and local Qatari partners, inherit the business.
Agencies including Carat, Starcom, Maxus, ZenithOptimedia and Initiative were invited via Qatar’s creative incumbent Batey to pitch at the end of last year.
However, a change of heart from the airline’s family owners meant that the review was put on hold.
Meanwhile, the client has stipulated that QMedia must be part of any media request-for-pitch or media plan proposal.
