BA seeks European digital ad network

British Airways has kicked off a pitch for its consolidated digital advertising business across continental Europe and Africa.

The airline has approached London-based network agencies with a request for information, which has to be submitted by the end of April.

The UK digital marketing brief, which has been handled by since 1998, is not included in the review.

The winning shop will be BA's first retained digital agency across the region. The airline has previously awarded digital projects on an ad hoc basis.

The successful agency will work on all of BA's digital activity, including strategy, website build and online ads.

A spokeswoman said: "We are currently going through a pitch process to introduce a consolidated approach."

The review coincides with a pitch for BA's global DM account. WWAV Rapp Collins, Carlson and OgivlyOne are competing for the task.

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