ZenithOptimedia scoops BA's online media account from Agency.com

British Airways has appointed ZenithOptimedia to handle its estimated £3 million online media planning and buying account.

The business was previously held by Agency.com. It repitched for the account against ZenithOptimedia, which handles BA's £18 million offline media planning and buying account, and OgilvyOne, another BA roster agency.

BA called the review in a bid to create cost savings in its media buying, believing it can achieve better rates by consolidating the business. Agency.com is retained as BA's lead digital creative agency.

Recent BA advertising activity included a campaign, which broke last November through Bartle Bogle Hegarty and Agency.com, to encourage leisure travellers to use the airline. This was its first major campaign since the "Terminal 5 is working" activity.