OgilvyOne wins BA's global direct business

OgilvyOne has scooped the consolidated global direct marketing account for British Airways, following a three-way shoot-out against Carlson and WWAV Rapp Collins, as originally revealed by Campaign online.

The agency takes over from the UK incumbent, Tullo Marshall Warren, which had been on the BA roster since 1987. TMW was not invited to pitch for the expanded account.

OgilvyOne, which already handles the airline's direct and digital advertising for Asia-Pacific, will now take on the direct marketing and loyalty communications across BA's entire customer base.

The review also ended Lida's contract to handle the UK below-the-line marketing for BA's Holidays brand.