Emirates, the Dubai-based airline, has appointed Havas Media to manage its global media planning and buying duties, valued at $190.5 million annually. This marks the end of Emirates’ long-standing association with IPG Mediabrands, which previously handled the business through its UM London office.
The decision follows an extensive multi-agency pitch involving all six major holding companies, with the final round contested between IPG Mediabrands, WPP Media, and Havas Media. Havas ultimately emerged victorious, reclaiming the prestigious account it had managed from 2013 to 2020.
Though not the world’s largest media account, Emirates remains one of the most high-profile advertisers globally, thanks to its vast sponsorship portfolio. The airline is prominently associated with top-tier sports such as football—partnering with Real Madrid, Arsenal, and the Emirates FA Cup—along with the NBA, Rugby World Cup, tennis Grand Slams, sailing, horse racing, and cycling events.
The win further strengthens Havas’ global footprint and follows its recent joint venture with Horizon Media, designed to enhance support for multinational clients headquartered in the U.S.