Emirates hands Grey South Asia job

The agency will handle work for the airline for India, Pakistan, Sri Lanka and Bangladesh, and will deal with Emirates' headquarters in the United Arab Emirates. The drawn-out pitch was called in mid-2003, and various rounds of presentations -- by Grey, as well as Ogilvy & Mather, Everest and Lowe -- took place throughout the year. Grey India has handled British American Tobacco's John Player brand in the same markets, giving it an edge in terms of experience. Grey India chairman Nirvik Singh, said: "I think it took longer than usual, because, for the first time, Emirates is appointing an agency at the sub-regional level. One meeting wasn't enough to meet the team -- in each country, shortlisted agencies had to go back and meet local marketing heads. And that feedback has to be put back in the loop." Errol Goveas, general manager and head of client servicing at Grey Mumbai, and Raj Kurup, head of creative at Grey Mumbai, will lead the account at Grey. The team is undergoing an induction programme in Dubai, and communication will roll out this summer. Singh said the launch of Emirates Holidays in the subcontinent was on the cards, and part of the assignment was the relaunch of Emirates‚ Skywards frequent flyer programme. The communication mix is expected to include above-the-line advertising, on-ground events, direct marketing, as well as interactive and online media. Nirvik declined to comment on the size of the business, but estimates during the early stages of the pitch put it at around US$2 million.