oneworld alliance names Imagination as its global advertising agency

07 March 2008

oneworld®, the leading quality global airline alliance, has appointed brands communications company Imagination as its global advertising and marketing communications agency.

Imagination, which won the account after a rigorous and highly competitive selection process, will now be responsible implementing a fully integrated marketing communications strategy for the alliance.

The account will be handled predominantly by Imagination's New York office with support from the agency's other nine offices around the world, including Hong Kong and London.

The value of the account is not being disclosed.

Imagination's Executive Chairman John Banks said: "We're delighted to be partnering with such an innovative and progressive brand. The brief was a dream for Imagination, exploring new and innovative ways to inspire and engage with oneworld's many audiences around the world and throughout the travel experience."


oneworld's Commercial Director Filip Lemmens said: "Imagination emerged as best for our needs from a very strong shortlist of global agencies. Their fresh approach, extensive credentials and remarkable creativity made them a clear choice for oneworld. We look forward to a very successful and rewarding partnership."

About oneworld

oneworld brings together ten of the world's biggest and best airlines - American Airlines, British Airways, Cathay Pacific, Finnair, Iberia, Japan Airlines, LAN, Malév Hungarian Airlines, Qantas and Royal Jordanian - plus 20 affiliate carriers. Between them, they carry more than 325 million passengers a year on 9,250 daily departures to almost 700 destinations in approaching 150 countries, earning annual revenues of some US$95 billion.

oneworld enables them to offer their customers more services, benefits and value than any airline can provide on its own. These include a broader route network, opportunities to earn and redeem frequent flyer miles and points across the combined oneworld network and more airport lounges.

It was recently voted the World's Leading Airline Alliance for the fifth year running in the 2007 World Travel Awards.

About Imagination

Describing itself as "the world's smallest big agency", Imagination is an independent, full-service and media-neutral communication company renowned for its liberating creativity.

Founded in 1978, it has grown from a single office to a globally integrated concern, yet retained its essential quality of maverick thinking.

That spirit drives Imagination's ability to define a brand's point of difference and communicate it in groundbreaking ways that connect with today's diverse audiences.