Etihad Airways has selected M&C Saatchi as its new global creative agency partner.

M&C Saatchi will manage the airline’s brand communication strategy, international above-the-line and online display campaigns, including development of creative for brand, product and service communications, tactical promotions and new route launches.

The agency, which is headquartered in London, will service the account globally from a new local office currently being established in Abu Dhabi, opened specifically to service Etihad Airways.

The selection is an outcome of an agency review process during which Etihad Airways invited selected global agency networks to respond to a creative brief.

Peter Baumgartner, Etihad Airways Chief Commercial Officer, said: “We are entering a new phase where we decided to make a fresh start with a new agency to partner us for the next stage of our brand’s journey. M&C Saatchi has demonstrated an expert understanding of the airline business and they have an exemplary record within this industry. We are thrilled to bring the agency on board and very much look forward to the exciting new campaigns we will develop with them.

“In our first eight years, Etihad Airways made rapid progress in developing global recognition and appreciation for our brand. Our previous agency has been with us throughout this journey and instrumental in this success. We thank them for their support and great work during this critical period.”

Moray MacLennan, M&C Saatchi Worldwide Chief Executive, added: “This is a significant win for M&C Saatchi globally and means we will be opening our 26th office worldwide in Abu Dhabi. We are thrilled to be working with Etihad Airways on the next stage of their journey”.