Cathay Pacific has renewed its global agency partnership with Publicis Groupe following a strategic review that commenced in November 2025, MARKETING-INTERACTIVE confirmed.
Supported by independent marketing consultancy MediaSense, the review process included agency briefings, strategic response presentations, regional stakeholder sessions, and commercial discussions. Publicis was subsequently reappointed as Cathay's global agency partner in the middle of this year. The new agreement is for a fixed term of three years.
The review was undertaken to assess Cathay's evolving agency requirements and identify the agency capabilities needed to support its long-term growth ambitions. Publicis was selected for its ability to deliver a unified global agency model, alongside its global capabilities, strong track record, and innovative approach to marketing. The partnership is designed to support greater consistency and accountability across Cathay's global business.
Under the renewed agreement, Publicis will continue to provide integrated creative and media services across Cathay's travel, cargo, and Lifestyle businesses worldwide.
Edward Bell, general manager, brand, insights and marketing communications, Cathay Pacific, said: “As Cathay enters the next phase of its growth journey, we remain focused on building a future-ready marketing ecosystem that supports our ambition of becoming one of our customer’s most loved service brands. Publicis demonstrated the strategic capabilities, global reach, and innovative thinking to help make this happen. We look forward to continuing our partnership as we strengthen our brand and deliver impactful marketing for customers around the world.”
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