LBi wins Etihad Airways global digital strategy and media account

London: Global marketing and technology agency, LBi, has been selected to manage the global digital media strategy, search and affiliate marketing account for Etihad Airways, following a global agency review.

The selection will enable LBi to extend its existing relationship with Etihad Airways and work with the airline to link bought, owned and earned media to power customer journeys in a way that no other agency can.

Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said: “Etihad Airways is the fastest growing airline in the history of commercial aviation, so we sought out media agencies that can not only keep up with our pace of growth, but also help us bring our brand to a global audience in a more innovative and effective way.

This is the first time we have split our ATL and digital media into separate contracts, which we elected to do simply to ensure that we are able to best leverage specialist agency strengths.”

Laurent Ezekiel, worldwide client services director, LBi, added: "Having partnered with Etihad since 2008 we are absolutely delighted by this appointment, which feels like a natural extension of our relationship, while underpinning our growth in the region under the guidance of MENA MD Amy McFarling.

With the calibre of agencies in Etihad’s review process, our success is yet more evidence that our blended proposition is working and a point of difference in the market."

MediaCom has been selected to manage above-the-line media planning and buying, with both agencies servicing the account globally from Abu Dhabi.