BA reviews global digital ad account

British Airways is reviewing its global digital advertising account, putting OgilvyOne on alert.

BA reviews global digital ad account

A spokeswoman for British Airways, said: "We follow good procurement practices and it is standard for us to issue RFPs [requests for proposal] to ensure our business needs are met."

OgilvyOne, which is the incumbent on the account, has said that it will re-pitch for the business.

British Airways appointed OgilvyOne to its global digital advertising account in 2012. At the time, the win served to strengthen OgilvyOne’s relationship with the brand, since OgilvyOne already handled the airline’s customer engagement business.

But OgilvyOne lost the customer engagement business in 2014 after an all-encompassing creative pitch, which ended with Bartle Bogle Hegarty retaining the advertising account and scooping the customer loyalty work by creating a dedicated CRM division, called 7 Seconds.

One of OgilvyOne’s most recent pieces of work for British Airways, "magic of flying", comprised a billboard that displayed information about planes flying overhead and won the Direct Grand Prix at the Cannes Lions International Festival of Creativity in 2014.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More