British Airways picks Creston Unlimited for CRM strategy

British Airways has picked Creston Unlimited and data analytics consultancy Aquila Insight to handle the airline's customer relationship management work.

British Airways: past CRM was handled by Milk
British Airways: past CRM was handled by Milk

In August Campaign reported British Airways was looking for an agency to manage analytics for its CRM programme without an intermediary.

Milk, the customer strategy agency, is the incumbent on the account, which will be transferred to Creston Unlimited and Aquila Insight on 1 December.

Creston Unlimited will manage the CRM strategy, while Aquila will work alongside the airline’s analytics team.

Bartle Bogle Hegarty has looked after British Airways’ above-the-line advertising and customer loyalty business since March 2014, while Carat handles the airlines' media planning and buying.

Sara Dunham, the head of marketing, retail and direct, at British Airways, said: "CRM is critical to differentiating British Airways for our customers and engaging effectively with them.

"It enables us to place them at the heart of our marketing by delivering messages that are relevant and personal.

"We believe that the best way to deliver that personalised approach is to have data planners and analysts working hand-in-hand with CRM strategists.

"Creston Unlimited and Aquila provided us with a solution that delivered exactly that and played to both their strengths."

Subscribe to Campaign from just £57 per quarter

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


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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

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

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