OgilvyOne nets below-the-line BA brief

British Airways has appointed OgilvyOne to handle its digital and direct communications in the Asia-Pacific region, following a six-way pitch against agencies including roster agency Tullo Marshall Warren.

It is the first time an agency has been appointed by the carrier to handle below-the-line activity in the region. The three-year contract sees the agency head digital strategy and mobile marketing, digital media planning and buying, which will be handled by Neo@Ogilvy, and search marketing.

The pitch was managed by BA marketing and communications manager Daniel Lloyd. He says the “increasing importance” of online media prompted the pitch.

Bartle Bogle Hegarty handles the carrier’s global above-the-line activity. Earlier this month BA launched its long-awaited “Upgrade to BA” brand campaign following a spate of negative publicity and crisis management for the brand (MW September 6). It is the first major campaign created by BBH since it won the account two years ago.

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