BA dumps TMW and Lida after issuing global brief

British Airways has ditched its UK below-the-line agencies Tullo Marshall Warren (TMW) and Lida and is hunting a new agency to manage its global direct marketing and strategic loyalty requirements.

It has invited five undisclosed agencies have been invited to pitch for the account, and an appointment is expected in the spring. The pitch will be handled in-house.

Katherine Whitton, BA’s head of marketing communications, says that relationship marketing is a critical part of the airline’s overall marketing communications mix.

She adds: “By creating a global brief, we are looking for a partner to help us create a more consistent approach globally and realise efficiencies through a more centralised approach to planning and strategy development.”

She says that the nature of the brief means that it had to end its 20-year relationship with TMW as well as Lida, which handled the communications for its holidays, because neither agency has a global network.

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