It's unclear whether the decision to expand the roster will affect BA's existing relationship with Tullo Marshall Warren. The company also uses Joshua for its Traveller range and Millennium Eye accounts.
BA went outside its direct roster as recently as last month when it tasked LIDA to create an integrated campaign to encourage bookings for 2004 holidays.
A spokeswoman for BA admitted that the company was "looking at the possibility" of a roster extension. The review does not affect the company's creative and media accounts, which are held by M&C Saatchi and ZenithOptimedia respectively.
First View, which is essentially a film guide, will be transformed into a wider-ranging magazine containing essays and opinion pieces as well as reviews. The first issue will be on board BA planes in November.
The First View editor, Mark Jones, said: "Already, I think we've got a new take on culture, affluence and influence. With this audience, you have to be interesting and provocative, and the writers have definitely delivered."
First View is published by Cedar Communications.