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The SAS Group has assigned responsibility for corporate SAS brand
advertising to the Danish agency Halbye & Kaag.
“Halbye & Kaag has the strategic competence we require for SAS’s
continued development within the field of market communication,” says
Linda Fredheim-Björk, responsible for the SAS Group brand strategy and
corporate market communication activities. “In our opinion, this agency
is the partner we need to secure our corporate brand across market
borders in the future.”

The contract covers strategic advisory services and the preparation of a
communications platform for the SAS Group.

“The agency will also play a new role, since Scandinavian Airlines will
be reorganized into independent airline units in Denmark, Norway and
Sweden. This was a difficult choice to make because all of the agencies
in the final round made excellent presentations,” says Nina Wahlgren,
responsible for the procurement process.