Following a creative pitch, Emirates Airline has appointed Leo Burnett as its full-service advertising agency in the Gulf, Middle East and North Africa.

The account was previously managed by Impact BBDO and several regional agencies including the incumbent and FP7 participated in the pitch process.

The partnership between Emirates Airline and Leo Burnett Dubai will commence in June 2016, and the agency will be tasked with developing strategy, creative, trans-creation and various adaptations for the business needs of Emirates Airline in the MENA region. This would include the Gulf, including Yemen, Levant, covering Lebanon, Jordan, Iraq and Iran, and North Africa, including Egypt, Libya, Tunisia, Algeria and Morocco.

Chris Galanto, Emirates’ senior vice-president of advertising, says in a press statement: “During the RFP process, the Leo Burnett team demonstrated an excellent grasp of our strategic, brand and tactical communication requirements, and the ability to deliver inspiring creative work across channels. Importantly, they offered several initiatives to improve production and process efficiencies. We look forward to working with them.”

Kamal Dimachkie, executive regional managing director at Leo Burnett Dubai, adds: “We have tremendous respect for Emirates Airline as a company and as a brand. Emirates has been a force in the region and is a global leader in the field of travel. Just like it has redefined the industry in which it operates, the Emirates brand continues to lead and to innovate. This is a huge responsibility that we will treasure and honor. We will collaborate with Emirates and support them with daring ideas and lateral communication solutions that enable them achieve their objectives.”