Emirates picks MSLGroup as US agency of record

NEW YORK: The Emirates Group has picked MSLGroup as US AOR for international airline Emirates, as well as other business units within the company, after an RFP process.

NEW YORK: The Emirates Group has picked MSLGroup as US AOR for international airline Emirates, as well as other business units within the company, after an RFP process.

The Publicis Groupe agency will work on Emirates; its Emirates Skywards frequent-flyer program; the SkyCargo freight division; the Arabian Adventures destination-management company; and air-services provider dnata.

It is understood that MSL beat one other agency in the final round of the review, which was managed by the company's procurement department. The account's budget is understood to have started at about $500,000, but decreased during the process.

Prior to bringing on MSL, Emirates worked with Hill+Knowlton Strategies, which was hired in 2011 following a review.  

Representatives from H+K were not immediately available for comment.

MSL's New York office will lead the account, supported by staffers in Seattle, San Francisco, Los Angeles, Dallas, Houston, Washington DC, and Fort Worth, TX. The agency also works with the company in India and Japan.

MSL has picked up a number of significant accounts in recent weeks. Last month, the firm was named North American AOR for both PayPal and LaSalle Investment Management. Danone also hired the agency in February to launch a yogurt in the UK. 

Emirates, which flies to 132 locations in 77 countries, operates 56 passenger flights per week between Dubai and New York.

The company also sponsors sports events and the arts in the US. Emirates is the official airline of the San Francisco Symphony, the US Open tennis tournament, and USA Rugby.

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