British Midland is reviewing the £11m advertising for bmi and bmi baby. It is understood that incumbent advertising agency for both airlines, Euro RSCG, has declined to repitch.
It is also reviewing the media planning and buying account for bmi, which is currently handled by Phd although it will retain the agency for the bmi baby business.
It is understood that it has already drawn up a shortlist of three London-based advertising and media agencies to pitch for the bmi account and is in talks with agencies about the £3m bmi baby account.
The review is thought to follow a change in commercial strategy at the airline driven by higher fuel prices. It also comes eight months after a review of the company’s marketing structure (MW November 15). In March, David Hodges, commercial director for bmi baby, also left the company (MW March 26).
Euro RSCG took over the airline’s advertising in 2003 after the agency’s merger with Partners BDDH. It was retained in 2005 after the company reviewed the account without a pitch and extended its contract (MW August 25, 2005). Hodge, then marketing director for bmi baby, said the agency has been “reassigned” to the business as part of a wider review of the company’s suppliers.