Etihad Airways is calling a review of its global media planning and buying account.

The agency awarded the brief will cover Etihad Airways as well as its partner airlines, including Air Serbia, Airberlin and Alitalia, according to reports.

MediaCom, the incumbent on the account, will be participating in the review which is expected to be completed by the end of May.

MediaCom has held the business since January 2012 and currently handles ATL media planning and buying for Etihad. DigitalLBi handles digital media strategy, search and affiliate marketing and will not be affected by the review.

M&C Saatchi holds the creative account, which will also remain unaffected.

Shane O’Hare, the senior vice president of marketing at Etihad Airways, told Campaign: “We have put a tender out for the media planning and buying for the major Etihad Airways Partner airlines. Major global media agency groups are involved.”

The news follows last month’s announcement that Hollywood actress Nicole Kidman has been chosen as the face of the Abu-Dhabi based airline’s latest global campaign.