Emirates has appointed a group of WPP agencies to handle its global branding and creative account, following a review.

WPP formed a dedicated unit called Team Air to manage the business. The group will be based in London and will tap into resources from agencies including Grey London, Grey New York, RKCR/Y&R, Geometry Global, Hogarth and TNS.

Team Air is being led by WPP’s Chis Hunton, who until recently was the head of Team Land Rover and is a former chief executive of McCann Erickson London.

Grey London and Grey New York are currently working on Emirates’ brand communications, while RKCR/Y&R is set to debut ad activity promoting Emirates’ sponsorship of the Rugby World Cup.

Emirates kicked off a review of its branding and creative agency line-up last year as part of a rethink of its brand development in the context of a changing media and marketing landscape.

Boutros Boutros, Emirates’ divisional senior vice-president of corporate communications, marketing and brand, said: “Our investments in service, product and brand generate tangible returns in the form of customer satisfaction, hundreds of international and industry awards for excellence, and recognition as the world’s most valuable airline brand.

“Emirates is making progress on our journey to become a global lifestyle brand, and Team Air offers a unique collection of creative and branding skills that was custom-made to meet our needs. This tailored approach, backed by the global resources of WPP, creates a formidable partner for any client.”

Emirates Group is based in Dubai and turned over $26.3bn last year and employed 84,000 staff, according to its latest financial results. The group owns Emirates Airlines and air services supplier Dnata and its fleet of 230 planes flies to 140 global destinations.