LONDON – Travel technology company Amadeus has named Zeno Group as its agency of record for global corporate communications after a competitive pitch, and has also extended the brief of existing agency Fire on the Hill to include strategic communications and global business unit communications.

With a brief to evolve and elevate Amadeus’ global reputation and approach to communications, the agency teams will work together to create campaigns that work across multiple markets. Regional Zeno offices will also provide network support, mapping Amadeus’ bases across EMEA, APAC and North America. Amadeus had previously worked with global agencies including Grayling. 

Zeno will provide two core areas of support for Amadeus. The global hub team, based in London, will provide strategic counsel as well as planning, development and execution of major campaigns. Meanwhile, regional Zeno offices will create in-country media and influencer programmes and localise global initiatives, with 3 Monkeys Zeno providing a network coordination role. The account will be led by Oliver Druttman, who recently joined 3 Monkeys Zeno to strength its corporate brand team.

The Fire on the Hill team will provide strategic insight on industry issues, global issues-based campaign development, as well as leading on global business unit communications across the travel, hospitality and payment segments. Amadeus has this year announced partnerships with Microsoft, Mastercard, IAG and American Airlines.

Amadeus global head of external communications Neil Rogan said: “Zeno impressed us with their deep understanding of technology, the travel industry and innovative method to creative storytelling. Their agile global agency approach and enthusiasm for our vision to shape the future of travel was impressive. Like Amadeus, Zeno harnesses data and insight to develop strategic communications programmes that deliver commercially.”

The company’s VP of global brand communications Daniel Batchelor added: “We are already reaping the benefits of new global communications network that is more aligned and efficient. Combined with FOTH’s expanded remit we have both the industry expertise and global reach that will allow us to tell our story, showcasing how we can support the travel industry to rebuild in the years ahead.”

At 3 Monkeys Zeno, head of corporate brand Sarah Ogden said: “The travel sector is rebuilding after a challenging period and Amadeus’ technology solutions will help the industry emerge stronger. It’s a privilege to be working with Amadeus to tell its innovative stories and game-changing influence across the entire sector.”

Fire on the Hill was founded in London in 2017 by former Kwittken directors Chris Clarke, Nick Ward and Sarah Mulder. Clarke said: “Whether it is digital health passports, increasing traveller confidence, supporting the industry to adapt and innovate, Amadeus is present. Supporting the business as it strives to build a more sustainable, resilient and responsive travel sector presents an exciting opportunity to develop campaigns that have an impact on all of us. Working alongside the creative, energetic and driven team at Zeno makes for a great partnership.”