British Airways appoints Sapient Nitro as digital agency of record

British Airways has appointed Sapient Nitro as its digital agency of record.

The appointment is understood to have followed a final two-way pitch which saw it win out against incumbent OgilvyOne.

As a result, Sapient will take over running the airline's digital platforms including the main website BA.com and its digital communications including social media.

Nigel Vaz, senior vice president and European managing director of SapientNitro, said: “The appointment of SapientNitro as British Airways’ agency is a game-changer all round. Through a forward-looking approach to the use of multiple digital platforms and creative technology, British Airways has built renewed strength around its brand.

"We are proud to join them on the next leg of that journey and, through our passion to break boundaries at the intersection of technology and story, to give the British Airways brand an ever-greater relevance in the lives of connected consumers.”

Sara Dunham, head of marketing, retail and direct for British Airways, said: "SapientNitro offer us great ideas, good insights, the ability to apply strategy practically, a strong reputation in the industry and a good fit with the British Airways brand. We're really looking forward to working with them.”

Last year Sapient Nitro reached the final two in pitching for the British Airways advertising account, ultimately losing to incumbent BBH.

Earlier today, BA launched its first app for Apple Watch.

Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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