The win, which covers 10 markets in Europe and the US, comes as the airline enters a period of restructuring, which will see it lay off 2,561 staff in an attempt to save £98.4m over the next two years.
Zenith beat off competition from nine agencies to win the account. The competing agencies were: Universal McCann; Starcom; The Media Edge; CICM; incumbent BBDO; Media Direction; Zenith sister agency Optimedia; Carat; and MindShare.
FCB/Tapsa scooped the creative work. It won following a pitch against McCann-Erickson, Leo Burnett, Publicis, Young & Rubicam and BBDO.
Earlier this year, FCB/Tapsa and Zenith Media won the respective creative and media assignments for the privatisation of Iberia.
Zenith Optimedia -- 75% owned by Publicis and 25% by Cordiant Communications Group -- was the result of long-running negotiations between the two advertising giants over the future of Zenith. Publicis took over Saatchi & Saatchi's 50% of the media buyer when it bought the agency last summer.
If you have an opinion on this or any other issue raised on Brand
Republic, join the debate in the .