British Airways consolidates media into ZenithOptimedia

LONDON - British Airways has appointed ZenithOptimedia to handle its estimated £3 million online planning and buying account.

BA...consolidating media
BA...consolidating media

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.