OgilvyOne wins BA global direct and loyalty marketing account

British Airways has handed its global direct and loyalty marketing account to OgilvyOne. The agency beat Carlson Marketing and WWAV Rapp Collins to win the account after a four-month pitch.

OgilvyOne, which is already the airline’s direct and digital agency for Asia Pacific, will manage below-the-line and loyalty marketing communications to all customers worldwide, including the 7 million members of the airline’s Executive Club scheme.

It is the first time the carrier has appointed a single agency to the global account. It was previously split between the UK, Europe and Africa, the Americas and Asia Pacific.

Katherine Whitton, head of marketing at British Airways, says: “This partnership is a critical one for BA as it will play a pivotal role in assisting us with the continued focus and innovation at the heart of our relationship marketing plans going forward.”

The appointment comes as BA battles to restore its reputation after the fiasco of the opening of Terminal 5, and rumours that the carrier is hunting a successor to chief executive Willie Walsh.

BA was forced to suspend a much anticipated ad campaign when teething problems at the new terminal left thousands stranded.

During the crisis senior marketers including Tiffany Hall, BA’s head of marketing and distribution, and Stuart Beamish, head of loyalty, in charge of BA Miles and Executive Club, aided staff on the terminal floor (MW, April 3).

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 customerservices@marketingweek.com

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