Meet Nick Adderley, BAA

Nick Adderley, is marketing and insight director at BAA.

Nick Adderley, marketing and insight director, BAA
Nick Adderley, marketing and insight director, BAA

Brand controlled?

What are your main priorities over the next 12 months?
Working with the rest of the team to improve the service and performance we offer to passengers and airlines.

Agencies used?
Carat for overall media buying, Blue Barracuda for online display, iCrossing for search, Masius for creative and The Spaway for PR.

What are the main criteria you use when selecting an agency?
A focus on return on investment, numeric understanding, the people working on the business and cost.

Any advice to agencies pitching for business with new clients?
Understand the brief and answer its challenges.

The launch of Terminal 5 was a PR disaster. How did you respond to the crisis and what did you learn?
I was not handling any of the corporate side of the business at the time.

How will the sale of UK airports by the Competition Commission affect your marketing strategy in 2009?
We're selling Gatwick, but no definitive timescale has been confirmed, so we're proceeding as usual.

What has been your most successful/enjoyable campaign?
The launch of "To Fly For" this summer. I started at BAA in March and we put a new campaign out for June. It was a great creative campaign, with fabulous support from Carat and Masius.

Do you use a media auditor?
Yes, Fairbrother Lenz Eley.

How has your career background prepared you for your current role?
I've worked in retail and e-commerce for large UK companies, along with six years of consultancy.

Best/worst thing about working in the media industry?
Best - some fantastic people who are more crazy about numbers than me. Worst - the volume of cold-call e-mails and calls you get after pieces like this.

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