United Arab Emirates national airline Etihad Airways has appointed Lowe Open as its first global direct marketing agency following a competitive pitch.
The London-headquartered creative agency has been tasked with enhancing direct marketing activities for the Abu Dhabi-based airline, including Etihad Guest, the carrier’s frequent flyer programme.
Lowe Open will be placed on a three-year contract with a remit that also includes developing direct marketing creative, as well as providing additional data and analytics services to Etihad Airways, Global Loyalty Company and Etihad Guest.
The account will be led from Lowe Open’s offices in Abu Dhabi, supported by operations in the UK and USA.
Anthony Hopper, global chief executive of Lowe Open, said: “As a 21st Century agency, we too are challengers, and our ambition is to reimagine airline loyalty. We are honoured and delighted to be joining Etihad Airways on their remarkable journey.”
Peter Baumgartner, Etihad Airways’ chief commercial officer, added: “Customer relationship marketing and loyalty play a central role in Etihad Airways’ global marketing strategy.
“We look forward to working with Lowe Open to help deliver more enriching customer experiences that we are renowned for.”
Etihad’s global creative account is held by M&C Saatchi, while media planning and buying is overseen by Starcom. Cheil operates the digital and social marketing brief.