British Airways has named Agency.com as its exclusive global interactive services partner for its new ecommerce division.
In an agreement estimated at over $30 million, Agency.com will work with British Airways to develop and implement its interactive initiatives.
The new division has been formed to continue British Airways' successful online activity. Agency.com will be dedicating strategy, marketing, creative and technology staff to the airline.
The new entity will be led by Patrick Gaffey, head of distribution at British Airways. He will report to Carl Michel, commercial director at British Airways.
Michel said: "British Airways has led the industry in leveraging the power of the internet to advance our position as the premier provider of travel services and we will continue to set the pace. With a focused, dedicated team, British Airways will now have the kind of fast-moving expert resources that can transform the way travel is done on the internet."