Etihad and M&C Saatchi Split
Posted on October 23, 2016

Etihad has parted company with M&C Saatchi following a review of the Abu Dhabi-based airline’s advertising account. 

The split means that Etihad will now manage its communications needs via global digital and social marketing agency partner Cheil and in-house outfit VisComs. 

M&C Saatchi originally won Etihad’s global advertising account back in February 2012, with the agency opening an office in the UAE capital shortly after.

Discussing the loss of the account, Scott Feasey, chief executive of M&C Saatchi UAE, said: “Our statutory five-year contract with Etihad has come to its end and both parties have agreed not to renew for another five years. It’s been a fantastic partnership that has seen the airline develop into one of the most recognised brands in the world.   

“We are very proud of the work and in particular the global brand campaigns – noticeably the ‘Fly Reimagined’ work with Nicole Kidman – that has been instrumental in cementing its global positioning. Etihad now has a solid brand platform under it and is looking to focus more on tactical campaigns in 2017, which can be handled by their internal comms agency or digital incumbents. We wish them every success and know they will not disappoint.”

The Abu Dhabi office of M&C Saatchi will continue to service its other capital-based clients, including the Abu Dhabi Tourism & Culture Authority, Aldar, twofour54 and Image Nation.