BA seeks agency for £4 million paid-search account

LONDON - British Airways has called a review of its estimated £4 million UK paid-for search marketing account.

BA...under fire over free advertising claims for Terminal 5
BA...under fire over free advertising claims for Terminal 5

The airline has contacted agencies with a tender for the business, which is due in at the end of this month.

The incumbent agency, Big Mouth Media, will repitch for the task.

The pitch is the latest in a line of reviews to the company’s UK and international marketing arrangements.

OgilvyOne recently picked up BA’s global direct marketing account and its conso-?lidated digital advertising ?business across Europe and Africa, after reviews that took place earlier this year.

This week, BA’s first campaign for Terminal 5, created by Bartle Bogle Hegarty, came under fire after The Sunday Times highlighted the fact that the Civil Aviation Authority measures departure times from when an aircraft leaves the terminal buildings, and not when it takes off.

The original BA ad had said that 90 per cent of flights were taking off within 15 minutes of the scheduled time, which it claimed was in line with the industry standard.