Egypt’s national carrier EgyptAir has awarded its global marketing communications account, effective immediately, to J. Walter Thompson’s local team in Cairo, following an extensive pitch process that began in August 2014.
J. Walter Thompson’s contract will see the agency support the airline’s top management in its goal of overhauling the carrier’s business and all-round customer experience. Making the contract particularly challenging is the current national and economic environment the team must successfully navigate, which is experiencing a new progressive spirit in Egypt. An increased focus on international markets as a source of growth will feature in the plan.
Commenting on the win Hesham El-Nahas, chairman at EgyptAir Holding Company says in a statement: “In J. Walter Thompson we have the best of all worlds; a world-class award winning Egyptian team at our fingertips closely plugged into J. Walter Thompson’s MEA and global networks. Their concept and strategy for the airline, together with their understanding of the business, was second to none. Allied to this was their ability to leverage strategic partnerships within the WPP group, meaning we have an intense amalgam of knowledge and expertise driving the ‘face of the nation’ to the next level”.
The agency’s technical evaluation was seven percentage points above its nearest rival at the final phase of the multi-agency pitch process.
“We are truly proud that EgyptAir have entrusted us with the business development task at hand for the nation’s flagship carrier. It is testament to our depth of experience and networked resources that we will be able to deliver on the enormity of the project bearing in mind that our client’s competitors are major international players,” adds Amal el Masri, CEO of J. Walter Thompson Cairo and chief strategy officer for J. Walter Thompson in the Middle East and Africa.
