Optimedia has gone into this week’s official assessment of BA’s
advertising account with positive results from a media buying audit
already under its belt.
In what is understood to be the first complete media audit on the BA
account for several years, Optimedia’s press and broadcast performance
has been thoroughly tested.
The auditing procedure covered both qualitative and quantitative
appraisal of Optimedia’s work since picking up the account in the UK and
around the world almost a year ago.
The agency’s press-buying performance and its execution of the TV buying
task were separately audited and Optimedia is understood to have passed
Because the initial contract with both Optimedia and the creative
agency, M&C Saatchi, was for a period of one year, BA is this week
assessing the way the business has been handled over the past 12 months
before renewing the agreement.
The creative review is being described as a formality and will not
involve any other agencies (Campaign, 12 April).
Optimedia’s stamp of approval from the audits suggests that there will
also be no changes on the media buying front.
The UK media audit is part of a full worldwide audit of the Publicis/FCB
group media operation’s work for BA. The media performance in other
countries is also understood to have been endorsed.
Simon Lloyd, the chairman of Optimedia, would not comment on the results
of the audit.