BBH appointment is ‘money well spent’ for BA – George

British Airways commercial director Martin George says that the appointment of Bartle Bogle Hegarty (BBH) to handle the airline’s &£60m global advertising business is “money well spent”.

In an exclusive interview with Marketing Week, George says the agency had developed an excellent grasp of the airline’s business during the review process he oversaw. George adds that BBH had thought across the “whole range of business communications” and that it was able to “get under the skin of our strategy”.

Tuesday’s announcement that M&C Saatchi had lost the business brings the airline’s 23-year relationship with the Saatchi brothers to an end. DDB Worldwide and JWT were the other unsuccessful shortlisted agencies. BBH takes over the account on a five-year contract from November 15, and its first work is expected in the UK at Christmas, says George. The agency will work with Leo Burnett in overseas markets.

George revealed that the airline spoke to existing clients of BBH, including Audi and Diageo, during the pitch and that their testimony had helped convince the airline to make the appointment. “BBH showed that it can produce work for big brands, do tactical advertising and can work at all levels,” he says.

George also says that the arrival of new chairman Willie Walsh will not change the company’s emphasis on marketing. “Marketing and advertising remain critical for us,” he adds.

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