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Etihad Airways selects M&C Saatchi as its new creative agency

Etihad Airways has selected M&C Saatchi as its new global creative agency partner.

M&C Saatchi will manage the airline's brand communication strategy, international above-the-line and online display campaigns, including development of creative for brand, product and service communications, tactical promotions and new route launches.

The agency, which is headquartered in London, will service the account globally from a new local office currently being established in Abu Dhabi, opened specifically to service Etihad Airways .

The selection is an outcome of an agency review process during which Etihad Airways invited selected global agency networks to respond to a creative brief.

Peter Baumgartner, Etihad Airways Chief Commercial Officer, said: "We are entering a new phase where we decided to make a fresh start with a new agency to partner us for the next stage of our brand's journey. M&C Saatchi has demonstrated an expert understanding of the airline business and they have an exemplary record within this industry. We are thrilled to bring the agency on board and very much look forward to the exciting new campaigns we will develop with them.

"In our first eight years, Etihad Airways made rapid progress in developing global recognition and appreciation for our brand. Our previous agency has been with us throughout this journey and instrumental in this success. We thank them for their support and great work during this critical period."

Moray MacLennan, M&C Saatchi Worldwide Chief Executive, added: "This is a significant win for M&C Saatchi globally and means we will be opening our 26^th office worldwide in Abu Dhabi. We are thrilled to be working with Etihad Airways on the next stage of their journey".

-Ends-

About Etihad Airways
Etihad Airways , the national airline of the United Arab Emirates, began operations in 2003, and in 2011 carried 8.3 million passengers. From its hub at Abu Dhabi International Airport, Etihad Airways serves 83 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America, with a fleet of 65 Airbus and Boeing aircraft, and 100 aircraft on order, including 10 Airbus A380s, the world's largest passenger aircraft. Etihad Airways also owns nearly 30 per cent of airberlin, Europe's sixth largest airline, and 40 per cent of Air Seychelles. For more information, please visit: www.etihadairways.com.

For more information contact:
Kelsey Paquin, Corporate Communications Manager
Etihad Airways
Mob: +97150 642 5910
Dir: +971 (0) 2 511 1041
Email: kpaquin@etihad.ae

© Press Release 2012