New PHD jumps BBH hurdle to win British Midland buying

New PHD looks to have beaten Motive in the battle for British Midland’s lucrative buying account, despite Motive’s parent company Bartle Bogle Hegarty winning the creative task.

New PHD looks to have beaten Motive in the battle for British

Midland’s lucrative buying account, despite Motive’s parent company

Bartle Bogle Hegarty winning the creative task.



The creative and media accounts were held by Edinburgh’s Faulds

Advertising, but with British Midland moving the creative account to BBH

it looks certain to move the buying and planning accounts too.



New PHD managing director John Wilkins refused to comment, but it is

believed that the agency has won the pitch to handle the buying, while

MSC, a joint venture between New PHD and Partners BDDH, will handle the

planning.



The buying account was worth more than pounds 5 million in 1998, but

looks likely to increase as the airline takes on British Airways and

Virgin to become the country’s third major transatlantic carrier.



The airline is believed to be considering a total re-branding including

a name change, and the ads will probably focus on the theme of ’major

change’. British Midland currently has 50 planes currently flying to 30

European destinations, but it is in the running for a number of Heathrow

transatlantic slots and plans to join the Star Alliance group of major

airlines.



The campaign will run across all the major media, according to Duncan

Bird, group director at BBH - although he said it was too early to talk

about the specific strategy.



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