Mike Rutter, Chief Revenue Officer, Aer Lingus
With the future ownership of Aer Lingus hanging in the balance following a takeover approach from IAG, the airline has awarded its creative account to the Amsterdam-based KesselsKramer following a three-way pitch between the London-based Krow Communications and Irish agency DDFH&B. The incumbent on the account was Irish International.
The airline has also completed a rationalization of its panel of global media buying agencies with the appointment of MediaVest to handle traditional and digital media buying.
The first creative work from the new agency is expected in March 2015. The airline will be working to deliver a new strategic brand positioning which has been developed by Irish Kay McCarthy’s MCCP.
According to Mike Rutter, Chief Revenue Officer, Aer Lingus, “In recent months we have reviewed and refocused our customer services and marketing investment across all channels including creative, digital, web, media buying and customer experience. Whilst our research shows that Aer Lingus is well known and has a strong brand image in Ireland, brand awareness outside Ireland is low. With the growth of our transatlantic routes and the increasing importance of Dublin as a transit hub for the US and Canada we felt it was opportune to review our marketing strategy and partners. We believe KesselsKramer’s strategic and creative skills together with their international experience will help us to achieve our ambitious goals.”
Established in 1996, KesselsKramer is an independent communications agency with offices in London, Amsterdam, and Los Angeles. Clients include eBay, KBC, Diageo, Ecover, citizenM hotels and C&A.
Commenting on the creative agency appointment Engin Celikbas, Managing Partner KesselsKramer said: “Aer Lingus not only provides us with the opportunity to work in one of the world’s most competitive and exciting industries, but also with the responsibility to represent one of Ireland’s most iconic brands globally. We are looking forward to the challenges that lie ahead and hope to be a valuable business partner that contributes to the success of Aer Lingus in the future”.