Four in running for BAA’s retail task as Dorlands pulls out

Bates Dorland has pulled out of the contest for the British Airport Authority’s retail account, ending a ten-year relationship with the client.

Bates Dorland has pulled out of the contest for the British Airport

Authority’s retail account, ending a ten-year relationship with the

client.



The agency’s decision follows a protracted pitch process for the BAA

business which will now be contested by four as yet unnamed shops.



A letter announcing the agency’s decision was faxed on Tuesday evening

to Barbara Beckett, the BAA group marketing director, by Graham Hinton,

the chairman of Dorlands.



The agency says its withdrawal is because of what it believes will be a

’fundamentally different’ relationship between the BAA and the shop it

eventually chooses.



Hinton said: ’We’re not parting acrimoniously. Our decision is based on

what we consider to be hard commercial facts. We’ve enjoyed a terrific

relationship with the BAA but we’ve decided that it can’t continue.’



Senior managers at Dorlands are known to have been dismayed when the BAA

called a review of its account in March, only 17 months after the agency

had successfully repitched for it.



BAA, whose account billed up to pounds 6 million at its peak, has

restricted itself to low-key promotions this year. Pitching agencies

received a detailed brief only two weeks ago and there is speculation

that any new appointment will be on a project basis.



During its tenure of the business, Dorlands has promoted the BAA’s

duty-free business using TV, posters and national press. Its TV work

included the high-profile ’lady in red’ campaign as well as the ’when

you fly, use the airport’ theme that ran across the BAA’s advertising

last year.



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