Abigail Comber

Head of marketing

British Airways

Comber is a determined marketer who embraces change and pushes the boundaries of what is possible. Her appointment of agency BBH London, which set up a joint venture to service BA’s entire ad and loyalty account, was heralded as an industry ‘first’. Similarly, ‘Magic of Flying’, a pioneering outdoor campaign for the airline, which used cutting-edge technology, turned heads and picked up several Cannes Lions. A key part of Comber’s remit is to define what the brand means to consumers, a task that she appears to be achieving, given that BA was named Consumer Superbrand of 2014, the first time an airline has been awarded this accolade.

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