Optimedia wins BA launch brief

British Airways is understood to have appointed Optimedia to handle media planning and buying for its new low-cost airline.

The account is understood to be worth up to 20m for the launch of the new European service alone.

BA snubbed its roster agency M&C Saatchi last month when it confirmed it had appointed HHCL & Partners to research the market.

Optimedia handles 20m media buying in the UK for BA which it picked up in 1995 from Zenith when M&C Saatchi won the creative and media planning account from Saatchi & Saatchi. But, significantly, it is the first time that media planning will come out of M&C Saatchi.

Optimedia is M&Cs preferred media buying agency. However, M&C is hatching plans with former Zenith chief executive Christine Walker to launch its own media planning and buying agency next month which will carry Walker’s name in the title.

This is the first indication that BA intends to launch the service, possibly at the end of this year. Until now, BA has only said it is researching the market, but the appointment of a media planning and buying agency suggests the plans are more advanced than suggested previously.

BA is planning to launch the service with a new brand name in response to the success of low-cost rivals easyjet, Debonair and Ryanair on their European routes.

The new service is expected to operate a similar service to easyjet, flying between cheaper, second-tier airports that are less congested.

Recommended

British Gas Services loses top man

Marketing Week

British Gas Services (BGS) is losing marketing and sales director Kevin Mahoney, who is leaving the company after less than a year in the middle of an agency review which he initiated. The company, which is the central heating and servicing arm of Centrica, called a review of its 4m advertising account held by TBWA […]

Van den Bergh takes axe to Dalesby’s line

Marketing Week

Van den Bergh Foods has dropped its premium-taste spread Dalesby’s less than a year after its launch. The failure comes despite its positioning as a buttery-type product, the fastest growing sector of the yellow fats market. The sector is led by I Can’t Believe It’s Not Butter, another Van den Bergh brand. The product’s market […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now