British Airways reviews global creative

British Airways has confirmed it is reviewing its global creative requirements, including its ad agency Bartle Bogle Hegarty and direct agency OgilvyOne.

British Airways: 2012
British Airways: 2012

It is understood that agencies received an RFI last night, which includes all creative services such as experiential and events alongside advertising and direct marketing.

Last week, parent group International Airlines Group hired Carat for its combined media agency business for BA and sister airline Iberia.

A spokeswoman from BA said: "Some of our larger agency contracts, which we have been in relationships with for many years, are up for renewal early next year. The market place has changed considerably in that time, so we are looking to review the model."

Oystercatchers has recently reviewed BA's relationship with BBH and OgilvyOne, including the current contracts that finish at the end of March 2014, using its proprietary evaluation methodology.

BBH won the global creative advertising account for BA in 2005 from M&C Saatchi, when the business was valued at £60 million. OgilvyOne picked up the global loyalty and below-the-line marketing activity in 2008 and added the digital account to its business in 2012.

Spokespeople for BBH and OgilvyOne declined to comment.

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