Bmibaby overhauls digital creative with Grand Union hiring

Bmibaby, the low-cost bmi subsidiary, has appointed the integrated agency Grand Union as its first digital creative agency of record.

Bmibaby decided it needed a digital agency on a retained basis to work on its online marketing as it prepares to expand its operation rapidly.

David Hodge, bmibaby's head of marketing, made the decision to expand its digital marketing and appoint a retained agency. Hodge, the former Strongbow marketing manager who joined bmibaby in November, said: "Grand Union clearly demonstrates a strong understanding of the brand and shows a creative flair that we believe will help us get our message across to consumers."

Grand Union has been tasked with the development of a strategy to help drive brand awareness and grow passenger revenues from its website. As part of this remit, the agency will develop an online marketing and advertising strategy and redesign the website.

Previously, bmibaby handled its digital advertising and marketing in-house, in a similar fashion to easyJet.

Euro RSCG London has held the main above-the-line bmi account since 2002, as well as the account for bmibaby since 2001. In January, Euro RSCG Interaction, the agency's digital division, won the task to redesign the website after a three-way pitch.

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