Emirates began an evaluation of its branding and creative needs last year to support the next phase of its brand development, and respond to new opportunities in a marketing and media industry that has seen significant changes.
Emirates Airline is part of the Emirates Group. Based in Dubai, the Emirates Group is a highly profitable business with a turnover of US$26.3 billion and over 84,000 employees in its last financial year. The Group consists of dnata, one of the largest air services providers globally, and Emirates Airline, the rapidly expanding and award-winning international carrier. Currently, Emirates flies to over 140 destinations across six continents on a modern fleet of 230 wide-bodied aircraft.
Boutros Boutros, Divisional Senior Vice President, Corporate Communications, Marketing and Brand at Emirates, said: “Our investments in service, product and brand generate tangible returns in the form of customer satisfaction, hundreds of international and industry awards for excellence, and recognition as the world’s most valuable airline brand.
“Emirates is making progress on our journey to become a global lifestyle brand, and Team Air offers a unique collection of creative and branding skills that was custom-made to meet our needs. This tailored approach, backed by the global resources of WPP, creates a formidable partner for any client.”
Grey London and New York are working on brand communications for Emirates, and RKCR/Y&R will debut with activity to support the Rugby World Cup for which Emirates is a Worldwide Partner.
Team Air is part of WPP, the world’s largest communications services group, with billings of nearly US$76 billion and revenues of nearly US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing; and specialist communications. The company employs over 188,000 people (including associates and investments) in more than 3,000 offices across 112 countries.
WPP was named Holding Company of the Year at the 2015 Cannes Lions International Festival of Creativity for the fifth year running. WPP was also named, for the fourth consecutive year, the World’s Most Effective Holding Company in the 2015 Effies, which recognise the effectiveness of marketing communications.