All Nippon Airways (ANA), Japan’s largest airline, selected New York based digital agency, Firstborn as its lead advertising agency following a review that began in August. Firstborn will work
to reposition the ANA brand globally and increase exposure within and beyond the Asian market. The agency will handle traditional and digital creative and build a strategy for 2014 that will
reinvigorate the ANA brand on the global scale. Young & Rubicam handled ANA’s most recent marketing work and also participated ion the review. The airline spent $1.9 million on measured
media between Janury and June of 2013, according to Kantar Media. Headquartered in Tokyo's Shiodome City Center, ANA operates flights to 50 cities on 113 routes domestically and to 33 cities on 64
routes internationally. Firstborn has been on a winning streak lately, having landed digital AOR duties for L'Oreal Luxe, Mogans Hotel Group, Mountain Dew and Redken.