NEWS: Optimedia waits for BA conclusion after passing first review

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.

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

both tests.



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.



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