FutureBrand brands Qantas

Qantas has appointed FutureBrand to a wide-ranging brand project, following a 12-way strategy, credentials and creative pitch against undisclosed rivals.

The London office is working with the Australian airline’s head office in Sydney. The brief was to look at the brand issues and brand experience of Qantas.

FutureBrand corporate managing director Christopher Nurko says: “It was not a traditional brief or pitch. We were asked to look at the total brand experience whether it is onboard, in the airport, its customer loyalty programmes or whatever.”

Part of the pitch was to define what “brand experience” means, he adds.

The budget has yet to be determined but Nurko says it is a “significant investment” for Qantas.