LONDON - British Airways has appointed ZenithOptimedia to handle its estimated £3 million online planning and buying account.
The business was previously held by Agency.com, which repitched for the account against ZenithOptimedia, which handles BA's £18 million offline media planning and buying account, and OgilvyOne, another BA roster agency.
BA called the review in a bid to create cost savings in its media buying, believing that it can achieve better rates by consolidating the business.
Agency.com is retained as BA's lead digital creative agency.
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