British Midland has switched creative work on its pounds 10 million
account to Bartle Bogle Hegarty as the airline looks to become the
country’s third major transatlantic carrier.
The move ends a four-year relationship with Edinburgh’s Faulds
Advertising, which lost out in a pitch also contested by Partners BDDH
and Doner Cardwell Hawkins.
However, Motive, BBH’s media subsidiary, was beaten by New PHD to the
media buying task. MSC, a joint venture between New PHD and Partners
BDDH, will handle the media planning.
The agency appointments are in line with British Midland’s intention to
challenge British Airways and Virgin on transatlantic routes to the
US.
With 50 planes currently flying to 30 European destinations, the airline
is lobbying for transatlantic slots from Heathrow and plans to join the
Star Alliance grouping of major carriers. It is also believed to be
considering changing its name.
For BBH, the win closes a gap in its portfolio which the agency last
came close to filling when BA reviewed its account out of Saatchi &
Saatchi four years ago.
Duncan Bird, the BBH group director, said: ’British Midland has a real
’can do’ mentality and is poised for major change. Our task is to help
transform it from a very successful European player into a global
one.’
The switch will be a big disappointment for Faulds as British Midland
was its first major piece of non-Scottish business. Dennis Chester, the
Faulds managing director, said: ’We inherited a rather conservative
regional airline. We pass on one with a big European reputation and the
credibility to attract transatlantic passengers.’
