BBH wins British Midland business

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.

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.’