Bmibaby hires marketing and sales chief

Bmibaby, the low-cost airline division of bmi british midland, has appointed Sue Underwood as sales and marketing manager.

The appointment means that bmibaby can build its own marketing structure. Previously marketing for bmibaby was handled by bmi british midland’s marketing department.

Observers claim this has hindered bmibaby’s growth and taken the bmi british midland team’s eye off the parent brand.

Underwood was previously general manager marketing East Midlands Airport. He will report to bmibaby managing director Tony Davis. Bmibaby’s advertising agency Partners BDDH created the animated campaign that features the flying baby icon, Tiny, for the brand’s launch. The agency is pitching against Delaney Lund Knox Warren to handle bmi british midland’s £10m advertising account.

Bmibaby is setting up a second base at Cardiff Airport and is adding six European destinations to the existing nine. The division claims it is going to break even next year – a year earlier than expected. Bmibaby was launched to counter the arrival of Go at East Midlands Airport, from which bmi british midland was already operating. EasyJet’s deal to buy Go is now close to completion.

Holiday company MyTravel is about to launch a low-cost airline and has poached Ryanair marketing director Tim Jeans to take the post of head of airlines.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here