Agencies on alert as BA plots DM pitch

LONDON - British Airways is gearing up for a review of its UK direct marketing account.

BA... DM account
BA... DM account

The airline will begin contacting agencies to pitch for the business in January. It is understood that the in-house marketing team will handle the process.

The victorious agency will be responsible for BA's UK customer communications, as well as its business-to-business campaigns, and its strategic, data and digital output.

The review could bring to an end a 20-year relationship with Tullo Marshall Warren, which has been on the BA roster since 1987.

In 2002, BA consolidated the account into the agency, dropping Claydon Heeley and Carlson from the roster.

The review will not affect BA's relationship with OgilvyOne, which was hired to handle direct marketing work for its Asia-Pacific route.

A spokeswoman for BA said: "We constantly review all our marketing agencies to ensure we have the right level of support in place."