OgilvyOne loses BA business

By Danny Rogers, campaignlive.co.uk, Thursday, 06 March 2014 02:12PM

OgilvyOne was told late yesterday (5 March) that it has lost British Airways' loyalty account, after six years running the famous Executive Club scheme.

BA: OgilvyOne kicked out of pitch

BA: OgilvyOne kicked out of pitch

The future for this account, as well as the main advertising business, is still in the balance, with Bartle Bogle Hegarty and Sapient Nitro the only agencies left in the running for all of BA’s marketing communications work.

A spokeswoman for BA said: "We can confirm that OgilvyOne has been unsuccessful at retaining its position as British Airways below-the-line and loyalty marketing communications agency, as part of the broad agency pitch the airline has been conducting."

Ogilvy One will continue to work on the airline’s creative technology business, which it services through a special agency called 12th Floor. The new division was created from a consortium of agencies outside of WPP including eCommera, Imano, Ravensbourne College and Decision Technology.

This was an innovative approach to meet the airline’s needs and resulted in highlights such as the "social symphony" campaign.

The BA spokeswoman said the creative technology business was not part of the pitch.

BA is understood to be looking for a single agency to manage all its advertising and customer engagement work, and this is likely to go either to the digital giant Sapient or to the incumbent creative agency BBH, working with a partner direct shop.

The pitch for BA’s iconic advertising has now been running for seven months.

This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Head of Business Marketing London & Partners COMPETITIVE + PRP + BENEFITS,