Imagination secures Oneworld account

Imagination, the brand communications company, has won the global advertising and communications account for the Oneworld airline alliance. It pitched against a number of undisclosed agencies to win the business.

It is not clear if there was an incumbent agency but in 2006 US agency TM Advertising was appointed to handle its £5m marketing communications business. In 1998, M&C Saatchi developed a £9.4m campaign that ran across 90 countries.

Imagination is now developing campaign that “aims to inspire and engage” Oneworld users throughout the travel experience. The account will be handled by its New York office, supported by the nine offices around the world, including London and Hong Kong.

Oneworld is made up of some of the world’s largest companies and brands in the airline industry including American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LAN, Malév Hungarian Airlines, Qantas and Royal Jordanian. Their combined annual revenues are around $95bn (£48bn).


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