Bartle Bogle Hegarty is poised to secure a piece of British Airways
business, its compensation for coming a close second to M&C Saatchi in
the dollars 60 million global pitch last year.
The agency is in discussions with BA’s Air Miles loyalty-scheme
subsidiary and, sources say, is working on a creative brief. Martin
Smith, BBH’s managing director, confirmed that the agency was talking to
Air Miles, but said: ‘Neither it nor we can comment at the moment.’
BA is ready to develop the account, which has been dormant since Air
Miles split with BST-BDDP, after the agency’s Le Shuttle win in April
this year. Judith Robinson, the Air Miles marketing director, said that
she is talking to a number of agencies about above-the-line work.
Speculation has been rife that BA is seeking a distinct branding for Air
Miles since it came under the control of BA’s marketing department,
reporting to Derek Dear, BA’s general manager for marketing
Also, a strategic marketing partnership struck last month between BA and
Sainsbury’s - which will offer Air Miles to holders of its new Reward
Card - could signal an increase in spend for Air Miles.