NEWS: BBH is front runner for Air Miles brand campaign from BA

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.

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

communications.



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.



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