WPP bags British Airways’ global marketing account

International Airlines Group (IAG) has appointed WPP as its marketing agency working across its British Airways (BA), IAG Cargo and Avios brands.Ogilvy & Mather London and OgilvyOne will handle the advertising and loyalty accounts respectively, while GroupM will be responsible for media business.The agency will now manage media planning, strategy and buying, creative services, social media, paid search, affiliates and production for the airline. WPP will also be managing Avios’ media services and IAG Cargo’s production and creative/studio work to drive simplification and synergies.“British Airways was looking for a transformational model to streamline a number of its marketing services and WPP delivered the best solution to the brief,” BA’s spokesperson explained.The deal ends BA’s 12-year relationship with BBH London, which had added BA’s loyalty business to its account in March 2014, winning the business from OgilvyOne.