British Airways extends relationship with M&C Saatchi Milk to CRM strategy and analytics in latest agency move
British Airways has extended its relationship with M&C Saatchi Milk to handling its global CRM strategy and analytics.
Shake-up: British Airways has made agency changes
The announcement follows an agency shake-up from British Airways earlier this year after a seven-month pitch process.
BA has worked with M&C Saatchi Milk since 2012 on its ‘Know Me’ programme, which aimed to use customer data to expand its marketing capabilities.
Jane Hodson, Milk joint CEO, said: “We are particularly excited to be involved at such a transformational time helping British Airways to translate its data and content vision into a meaningful conversation with its customers, one that is relevantly targeted and adds measurable value for the brand.”
In its recent agency changes, BBH retained the above-the-line advertising account for BA in a joint venture with 7 Seconds owners Simon Hall and Warren Moore. OgilvyOne lost the below-the-line and loyalty marketing communications contract - although it will remain creative technology partner - and eDialogue retained its email marketing contract.
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Bartle Bogle Hegarty is a Global advertising agency. Founded in 1982 by British ad men John Bartle, Nigel Bogle, and John Hegarty, BBH has offices in London, New...
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