British Airways calls global media review

British Airways is reviewing its global media planning and buying account, currently held by ZenithOptimedia.

BA: the airline invested heavily last year in marketing surrounding London 2012
BA: the airline invested heavily last year in marketing surrounding London 2012

It is understood that BA is holding chemistry meetings with agencies but that no formal brief has yet been issued.

ZenithOptimedia, which has worked with BA on its global media since 1995, added the UK online planning and buying to its offline relationship in 2009. The airline’s UK outdoor buying is handled by WPP’s Kinetic.

BA’s UK billings for the year ended September 2012 were £28 million, according to Nielsen, and the airline spent close to £10 million activating its sponsorship of last year’s Olympic and Paralympic Games.

As part of BA’s London 2012 work, Bartle Bogle Hegarty created a spot, "home advantage", that showed a plane cruising along the capital’s streets before arriving at the Olympics site in Stratford to drop off its passengers.

Recent marketing activity from BA has included giving away tickets every 15 minutes at London’s Victoria station in what the brand called its "biggest-ever ticket giveaway from Gatwick Airport".

The pitch does not affect BA’s relationship with BBH, which has handled its advertising since 2005, and OgilvyOne, the airline’s lead digital agency.

It is thought that Kinetic will be involved in the process to defend its direct relationship and also as an outdoor partner to Group M agencies.

A spokesman for BA said: "It is standard practice at British Airways to regularly review suppliers to ensure we have the right level of support in place. If and when we have anything to say regarding our media buying agency, a formal announcement will be made."

A spokesman for ZenithOptimedia declined to comment.

BA is part of International Airlines Group and its marketing is led by Frank van der Post, the airline’s managing director, brand and customer experience.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Telegraph Media Group posts a pre-tax profit of £45.7m

Telegraph Media Group posts a pre-tax profit of £45.7m

The Telegraph Media Group has reported pre-tax profit of £45.7 million for the 52 weeks to 28th December 2014, down from £57 million the year before.

Share
Campaign Viral Chat: Pizza Hut spoof takes top spot

Campaign Viral Chat: Pizza Hut spoof takes top spot

Pizza Hut's spoof selfie stick warning video has taken the top spot in this week's chart.

Share
Paddy Power calls on Sepp Blatter to 'f**k off already'

Paddy Power calls on Sepp Blatter to 'f**k off already'

Paddy Power has taken out an ad in today's Daily Star calling for Sepp Blatter to "f**k off already", following this week's Fifa bribery arrests.

Share

Get news by email