| Abstract | When Cathay Pacific ended its decade-long relationship with Leo Burnett in early 1993, shockwaves went through the industry. The battle to win the lucrative and highly prestigious account was fierce, with McCann-Erickson eventually triumphing over competition which included Ogilvy & Mather and J. Walter Thompson. Earlier this month, Cathay and McCann finally unveiled a completely new look for the airline, from logo to livery to advertising, which appear to mark a return to the strength of core values which made up the airline's platform 20 years ago. Anne Parton reports on the reincarnation which some are saying is the best thing to have happened to Cathay in years. |
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