Bartle Bogle Hegarty has denied strong speculation that it is to join forces with Mediacom to pitch for the British Airways’ worldwide account.
Industry sources believe a deal is about to be signed that will put British Airways’ international media buying through Mediacom’s international network if BBH wins the pitch.
BBH chairman Nigel Bogle maintains he is yet to have any “substantial” discussions with BA and unable to predict the account’s international media needs.
“We have a relationship with Mediacom, but we are not in negotiations. I am not going to sign anything until I know what the client wants,” he says.
BBH has always eschewed international networks in favour of ad hoc deals to fulfil clients’ needs.
The company appointed Mediacom to handle Polaroid’s £13m pan-European media buying, along with Dunhill’s £3m luxury account, in November last year.
Creative work for BBH’s international business is done in London and translated by specialist international copy agency World Writers.