Emirates spends and estimated $150 million on ads annually while South Korea-based LG spends approximately $400 million.
The incumbent on the Emirates account was Publicis Groupe’s Starcom MediaVest Group. The transition is expected to take effect around the start of 2014 according to Campaign Middle East, which broke the news.
SMG had handled the business since 2008.
The LG assignment, which includes 60 countries outside of the U.S., is being handled by Arena, a media shop within the Havas Media Group. Dominique Delport, Global Managing Director at Havas Media Group led the winning pitch.