Air France is reviewing its advertising strategy for its passenger, business and freight divisions and is expected to align all advertising into one agency worldwide.
Currently the airline’s above- and below-the-line UK accounts are handled by Rapier Stead & Bowden.
Rapier, which has held the account for 11 years and set up New York and Paris offices specifically to handle the business, is now expected to lose the Air France account.
It has just won the potentially conflicting 4m below-the-line business for cross-Channel passenger service Eurostar.
The Air France shortlist includes the Paris offices of Saatchi & Saatchi, Ogilvy & Mather, Ammirati Puris Lintas, Andour Soum Larue and roster agency EURO RSCG. Air France will not reveal the worldwide spend.
The Eurostar win follows a five-way pitch between Rapier, KLP, Triangle, Craik Jones and Aspen. Incumbent agency Grey Direct, which has held the account for three years, was not asked to repitch.