EasyJet draws up a shortlist for its pounds 7m media buying business

EasyJet, the low-cost airline founded by the Greek entrepreneur Stelios Haji-Ioannou, is seeking a media agency to handle its buying account, worth up to pounds 7 million.

EasyJet, the low-cost airline founded by the Greek entrepreneur

Stelios Haji-Ioannou, is seeking a media agency to handle its buying

account, worth up to pounds 7 million.



The incumbent, Matters Media, has handled the business since the airline

launched five years ago. Creative will continue to be handled

in-house.



The company has contracted Agency Assessments to draw up a shortlist of

agencies that will pitch against Matters Media. It intends to complete

the process by early August.



Mike Cooper, the commercial director of EasyJet, explained: ’We’ve used

Matters Media to buy our media in the UK since the airline started

almost five years ago and it has definitely contributed to our success.

During this time both our business and the market environment in which

we operate have changed totally. As a result, we need to ensure we have

world-class suppliers in place.’



Last year, the company spent about pounds 4 million on advertising but a

spokesman said the annual budget will now be pounds 7 million.



The low-cost airline market has become crowded over the past few

years.



EasyJet, whose closest rival is Ryanair, now faces competition from

British Airways’ Go, KLM’s Buzz and Virgin Express from Virgin

Atlantic.



EasyJet is planning a partial flotation at the end of this year.

Analysts predict that the company will be valued in excess of pounds 500

million. It has recently upped its fleet to 18 planes and added two more

destinations to its offer - Geneva and Liverpool.



Haji-Ioannou recently added two companies to the Easy portfolio:

EasyRentaCar and EasyEverything, a 24-hour internet cafe.