Cathay Pacific has concluded its global marketing agency partner review today, with the appointment of Publicis Groupe to handle creative and media in an agency roster that also includes VCCP. This appointment sees the departure of McCann World group as the agency of record after 25 years.
Market speculated the change in agency roster as soon as Edward Bell joined the carrier last August, and the agency review was triggered.
“We also want to pay tribute to McCann who produced some great work and have maintained a strong commitment throughout” said Bell.
The review was conducted through the first half of this year with agency talents selected From Hong Kong, China, Singapore, Japan, India, Australia, the US and the UK.
“We were impressed with the quality of thinking and passion for Cathay From all the agencies that took part in this review,”Cathay Pacific general manager, brand, insights and marketing communication Edward Bell said in a statement. “Among a very strong competitive set, both PublicisGroupe and VCCP stood out in terms of strategy, use of technology and disruptive mindset.”
Tom Kao, PublicisGroupe CEO Hong Kongstated, “Cathay Pacific is the pride of Hong Kong and we are extremely honoured and privileged to work with this global iconic brand.”
Cliff Hall, CEO at VCCP added, “Cathay Pacific is a globally recognisable brand, with a renowned history of superior quality service. We’re ready to challenge the market with them on their journey to becoming the world’s best airline.”
Losing such an iconic brand will be a blow to McCann that has held the account since 1993.