EasyJet consolidates £30m European media business

EasyJet is to consolidate its £30 million European media planning and buying account as it prepares to phase out the Go brand.

The low-budget airline has informed its European media agencies that it is terminating their contracts with effect from 31 March next year.

EasyJet's UK incumbents are BBJ Media and Feather Brooksbank, while Go uses Optimedia UK. The company spent £22 million above the line in the UK last year.

The move raises further doubts over HHCL & Partners' future with the Go creative account. Its position as the incumbent is threatened by easyJet's commitment to in-house advertising.

EasyJet bought Go in May for £374 million. From December, the Go brand and its website will disappear and customers must book Go routes through easyJet.

The easyJet sales and marketing director, David Magliano, will oversee the pitch. He said: "It's important that we have the right partners in place across the whole company to help us achieve our goal of 25 per cent growth per year. This provides us with the opportunity we need to consolidate and review the whole media buying side of our marketing."

EasyJet's digital media account is also under review. It uses Carat International for its digital planning and buying, with digital creative handled in-house.

Go's digital media incumbent is Optimedia's interactive arm More Media.

Its creative is handled by the WPP subsidiary Incline.