Published on: July 23, 2026
Cathay Pacific has extended its global agency partnership with Publicis Groupe after completing a comprehensive strategic review of its marketing requirements. The review, which began in November 2025, was confirmed by MARKETING-INTERACTIVE and was supported by independent marketing consultancy MediaSense.
The evaluation process involved agency briefings, strategic presentations, regional stakeholder discussions and commercial negotiations to determine the best partner for Cathay’s evolving marketing needs and long-term business objectives.
Following the review, Publicis Groupe was reappointed as Cathay Pacific’s global agency partner earlier this year under a new three-year agreement.
Cathay selected Publicis for its ability to provide an integrated global agency model, backed by extensive international capabilities, a proven track record and an innovative marketing approach. The renewed partnership is expected to enhance consistency, accountability and collaboration across the airline’s global operations.
As part of the agreement, Publicis Groupe will continue delivering 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,“ he added.
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