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).