• by Steve McClellan  @mp_mcclellan, November 15, 2017

Y&R New York has been appointed the Advertising Agency of Record in the United States for Japan’s largest airline, All Nippon Airways (ANA). It represents the first AOR assignment that ANA has awarded to a U.S. agency and signifies ANA’s deepening  commitment to the U.S. market and travelers.

Y&R New York will handle a broad scope of marketing activities, starting with major brand and category research. In addition to research and brand strategy positioning, Y&R will be responsible for creative development.

“As we continue to grow ANA in the U.S., it was critical for us to find an agency who has exceptional strategic knowledge and resources, as well as proven creativity that will bridge cultures and drive marketplace results,” stated Tadashi Matsushita, Vice President Strategic Planning, The Americas, ANA. “We are confident that Y&R will be a great partner to building our connections with U.S. travelers and expanding the horizon of ANA.”  

Y&R Global CEO, David Sable stated, “ANA is not only Japan’s largest airline, it has grown over six decades to be a recognized leader in international travel.  We are thrilled to bring the creativity and insight of our global boutique - that is structured to help brands benefit from both local understanding of individual markets and the power of our global infrastructure - to ANA as they continue to build their brand across the U.S. market.”

This win complements the existing relationship ANA has with Hill+Knowlton Strategies (H+K), who sits within Y&R’s parent company, WPP. H+K is responsible for ANA’s U.S. public relations efforts, and last year was awarded ANA’s first-ever U.S. multimedia marketing project, “Welcome to Experience Class.”

Last week the airline said it was continuing that marketing effort  into 2018.

ANA, which ranked third in Skytrax 2017 list of the world’s Top 100 Airlines and achieved a 5 star rating for the 5th consecutive year, is expanding its international network. Last year the airline carried more than 52 million passengers on 87 international routes and 117 domestic routes. The airline recently launched the third daily flight between Los Angeles and Tokyo.