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BJL lands major global branding job for BA

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By The Drum Team, Editorial

May 28, 2004 | 1 min read

Riding high: BJL have consolidated their position with BA.

At the time of going to press, Adline learned that a major global branding project for British Airways’ World Cargo division has been handed to Manchester’s BJL. As BA’s retained agency for regional campaigns, the new contract considerably enhances the agency’s reputation with the client.

The business was secured after a three-way pitch against other roster agencies, both of which are believed to be from London, following BAWC’s decision to build awareness of the brand on a global scale.

BJL partner Jane Clancy will head up the account. Fellow partner Jakkie Holt explained how the opportunity presented itself. “We already got on very well with the passenger team at BA, and had a good reputation. So when the world cargo department asked for advice, we came highly recommended.”

The campaign, which will go live in key trade publications later this summer, will aim to build the brand across all of its international markets.

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