Emirates hands global account to Bell Pottinger

The Emirates airline has hired Bell Pottinger Communic tions as its first global comm nications adviser. The account was awarded after a four-way pitch, which included Shandwick International, Hill and Knowlton and Burson-Marsteller.

The Emirates airline has hired Bell Pottinger Communic tions as its

first global comm nications adviser. The account was awarded after a

four-way pitch, which included Shandwick International, Hill and

Knowlton and Burson-Marsteller.



The brief, which carries a seven-figure fee, involves co-ordinating the

activities of Emirates’ existing 23 PR agencies around the world.



’Emirates has decided to appoint a central agency to manage its global

network and offer strategic advice,’ said senior consultant David

McDonough, who will head the account.



Bell Pottinger reports to Dubai-based Mike Simon, Emirates head of

corporate communications, and Boutros Boutros, general manager of media

relations.



According to McDonough, a team of five Bell Pottinger consultants will

offer strategic advice on all aspects of Emirates’ global

communications, including media relations, lobbying and sports

sponsorship.



The agency is also appointing four staff with travel industry experience

as regional communications managers. A senior regional communications

manager, together with a deputy, will co-ordinate day-to-day activity

for UK, Europe and North America. Meanwhile, the Asia-Pacific and

India/South East Asia areas will have their own regional communications

manager. This team will report to McDonough and will double as the UK’s

on-the-ground PR team.



The move is part of Emirates’ continuing strategy to raise its profile

as a global brand. The company was voted ’airline of the year’ for 2000

by the Official Airline Guide.



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