- David Gianatasio

NEW YORK MDC Partners' Cliff Freeman and Partners here said it has been hired by Saudi Arabian Airlines for creative, interactive and media chores.

There was no previous U.S. lead agency, and Freeman was chosen following an informal evaluation of shops.

In recent years, domestic ad spending by the brand has been modest -- clocking in beneath $1 million in both 2007 and '08, per Nielsen Monitor-Plus. But spending is expected to rise substantially now that Freeman is aboard for a more concerted ad effort.

Shop CEO Clayton Ruebensaal said the addition is significant because it gives Freeman a chance to work in a new category and perhaps fashion some high-profile creative.

The airline is the only carrier that flies nonstop from the U.S. to the Kingdom of Saudi Arabia. Upcoming efforts will likely focus on brand benefits for both business and leisure travelers.

The agency -- famous for its Little Caesars commercials a decade ago -- is probably now best known for efforts on behalf of eateries like Quiznos and Baskin Robbins. It also works for Barnes & Noble and Valley National Bank.

The shop has struggled to generate momentum for some time. It bid farewell to Snapple last October, and the OSI Bonefish Grill business left as '09 began.

Former BBDO exec Ruebensaal was installed in November to help the shop regain its footing. Saudi Arabian Airlines is the agency's first notable win since his arrival.