Etihad Airways has selected independent agency Crossmedia as its global agency of record, effective immediately, after a review.
Starcom had been global media AOR for the national airline of the United Arab Emirates since July 2015. A spokeswoman for Starcom declined to comment, but one person close to the review said the Publicis Groupe-owned agency did not compete to defend.
It is not clear which other agencies participated.
Crossmedia will take over the global account across all brands, including Etihad Holidays and Etihad Guest, and will focus on UAE capital Abu Dhabi as a destination. The