LOT has concluded its media agency review, selecting Havas Media Group. The winner established a new company, FullSix Media, which handles the Polish carrier exclusively.
FullSix Media handles media planning and buying for LOT in Poland and across the other 40 markets where the Polish carrier operates (including Germany, France, the United Kingdom, the USA, Canada, Kazakhstan, Japan, and South Korea). The media agency's key tasks include developing the media strategy for LOT, managing media for advertising campaigns, coordinating subcontractors in Poland and abroad, preparing media market analyses, monitoring competitors' activities, and other additional services.
In line with the agreed terms of cooperation, Havas Media Group established a new company, FullSix Media, which exclusively serves Polskie Linie Lotnicze LOT. – By creating a dedicated company, we are giving our client the best team and complete exclusivity – says Małgorzata Węgierek, CEO of FullSix Media (Havas Media Group).
Since the beginning of 2016, LOT has launched 42 routes, including from Warsaw to Los Angeles, Newark, Tokyo, Seoul, and Astana, from Kraków to Chicago, and from four Polish regional airports to Tel Aviv. As a result, in 2016 LOT became the fastest-growing airline in Europe. Today the carrier has 72 routes to airports in Europe, North America, and Asia. In 2016, LOT carried a record-breaking more than 5.5 million passengers aboard its aircraft. According to the carrier's forecasts, the number of passengers this year will exceed 6.6 million. LOT is consistently expanding its fleet. Still this year, deliveries of the first of six ordered narrow-body Boeing 737 MAX 8 aircraft will begin, and in 2018 three of four ordered wide-body Dreamliners, i.e. Boeing 787s, will join the fleet.
– We are counting on good cooperation with the new agency, which will provide us with comprehensive support in implementing our media strategy in Poland and around the world – says Adrian Kubicki, Director of the Corporate Communications Office at LOT – Our strategy assumes that by 2020 LOT will be the leader in air transport in Central and Eastern Europe, serving more than 10 million passengers in total and on nearly 90 routes – he adds.
The media agency selection process was supported by an independent external media auditor, the company STARS.
FullSix Media – a media agency operating within the structures of Havas Media Group since July 2016, after the Havas network acquired it in 2015 and merged the structures of FullSix Media with Forward Media. Since September 2016, it has operated as a global network under the name FullSix Media, with 150 offices in the EMEA, Latin America, North America, and Asia-Pacific markets. FullSix Media is an autonomous unit in terms of innovation, vision, and commercial resources, yet with a back end fully integrated with the global capabilities of Havas Media Group. The agency specializes in dedicated marketing strategies based on online and offline programmatic buying and data-driven digital solutions. FullSix Media's client portfolio includes: Pernod Ricard, Telefonica, PSA, Affinity, Bayer, Bein Sports, Coyote, Samsonite, and Invivo.
Havas Media Group – an agency specializing in creating brand communication strategies based on the Meaningful Brands philosophy. It comprises the independent media agencies Havas Media and Arena Media, supported by specialized units: Artemis Alliance (data management platform), Affiperf (global technology for programmatic media buying), Ecselis (a multichannel performance agency delivering brands' business goals), Mobext (an agency specializing in providing strategic solutions based on the mobile channel), LuxHub (communication strategies for luxury and premium brands), Socialyse (a creative boutique leveraging the power of social media), 18 Havas Warsaw (a unit supporting companies' business goals through the effective use of data and new technologies), and Havas Story Plantation (comprehensive content strategies). The group also includes Havas Sports & Entertainment – a global network of agencies building brand engagement in sports and entertainment. Since 2013, the Polish branch of Havas Media Group has been managed by Małgorzata Węgierek.
Polskie Linie Lotnicze LOT – a modern airline connecting Central and Eastern Europe with the world. Through our hub in Warsaw, LOT provides the shortest and most comfortable journey across 72 destinations worldwide. As the only carrier in the region, it offers direct flights to the United States, Canada, China, Japan, and South Korea. In 2016, it carried more than 5.5 million passengers. The carrier has one of the youngest fleets in Europe. All long-haul routes are served with modern Boeing B787 Dreamliners. LOT is 88 years old, making it one of the oldest airlines in the world. We are the most international Polish brand.
