British Airways (BA) has appointed BBH to handle its loyalty and digital marketing communications in addition to its existing advertising remit.
This appointment is for all global markets. BBH has held BA’s advertising account since 2005.
“The pitch was launched in order to explore the agency market place and see what was on offer, as we had had some of our larger agency contracts for many years,” said a spokesperson from BA. Being conscious that the agency market place and consumer consumption of advertising had changed, BA “set out a challenge to put engaging content at the heart its communication” across all channels.
Meanwhile, incumbent agency, e-Dialog, which is responsible for the airline’s email marketing, has successfully pitched to continue in that role under its parent company’s name, eBay Enterprise Marketing Solutions.
“The process was rigorous and we were clear with all the agencies that the solution that delivered us great creativity combined with economies of scale would be the winner,” the spokesperson added.