Emirates Airline pitch enters final round

The creative-cum-media pitch for the Rs 10-crore Emirates Airline account has reached the final stage. agencyfaqs! learns that the two shortlisted agencies, Everest and Grey, currently making separate presentations in each of the four West Asia Pacific rim countries, may have to wait till the year end for the final outcome.

The pitch process was kicked off in May in India. In the first stage, four agencies - Ogilvy & Mather, Grey Worldwide, Everest Integrated Communications and Lowe - made two rounds of presentations over May and July for both the media and creative components of the business. Thereafter, the Dubai-based airline - which is among the fastest growing airlines in the world and has received more than 200 international awards for excellence since its launch in 1985 - invited Grey and Everest to make another round of presentations before the company representatives in the four markets of India, Bangladesh, Pakistan and Sri Lanka.

It seems the final round of presentations is underway and Grey and Y&R offices in the smaller markets of Sri Lanka and Bangladesh have already made presentations before the company brass in their respective markets. Pakistan and India remain, but no dates have been assigned for the final round in these two markets. In all probability, the India presentations would be scheduled after the festive season is over - around end October.

While the company was earlier planning to announce the result of this pitch around end August-early September, it seems to be now looking at the year end to bring this process to its logical conclusion. Whatever be the date, the agency that finally gets the business will have quite a handful. One, it will be in-charge of both the creative and media duties, and two, it will have to orchestrate a well-coordinated communication plan for the entire region. "This is not to say that the same piece of ad will run across the four countries. Sharing of thoughts, ideas and resources across offices will be the biggest plus of this arrangement," informs an executive close to the development.

Globally, Emirates Airline works with around 60 shops across various regions and with this move, it is apparent, the company is looking to leverage the benefits of a consolidated business in the Asian region. "With this move, Dubai will be able to control the whole process through one single point of contact in Mumbai," assures our source. © 2003 agencyfaqs!