British Airways’ budget airline Go has poached the man in charge of its advertising account at HHCL & Partners to be its new sales and marketing director.
David Magliano joins a senior management team led by Go chief executive Barbara Cassani following a six-month search by headhunters.
He takes responsibility for marketing strategy across Europe, involving decisions over new routes, pricing and capacity.
Marketing managers reporting to Magliano may be appointed for each country where the airline offers a route.
The standalone airline will be based at Stansted and sell all flights through a 24-hour European call centre, based at the airport. No details have yet been revealed on routes or prices.
Magliano joined HHCL in July after five years at Ogilvy & Mather, where he was latterly business director co-running the Ford account. Before that he was a communication strategist at the design and event company Imagination and previously worked at Shell.
He says: “The philosophy of this new company is no ifs, no buts, just go.”
Go, which until this week was known by its project name Operation Blue Sky, has been bitterly criticised by easyJet, one of the pioneers of “no-frills” air travel.
The company slates BA for “copycatting”, and alleges cross-subsidy with the parent company, which BA vehemently denies.