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Account Move

Etihad splits $160m global media biz between Medicom and LBi

Etihad Airways has awarded its global media accounts, worth an estimated $160m, to Mediacom and LBi following a multi-agency review.

Mediacom will handle above-the-line media planning and buying, while LBi will look after the global digital media strategy, search and affiliate marketing account. Both accounts will be led globally from Abu Dhabi.

The incumbent on the media buying account was OMD, which has held the business since 2005. Omnicom’s TBWA currently looks after the creative account for Etihad Airways, but that is also under review.

“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,” says Etihad Airways chief commercial officer Peter Baumgartner.

“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,” he adds.

Jenni Baker, London