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
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
EasyJet, whose closest rival is Ryanair, now faces competition from
British Airways’ Go, KLM’s Buzz and Virgin Express from Virgin
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.