BA calls global search account review as decade-long LBi partnership ends
British Airways has called a review for its multi-million pound global search account, which has been held by LBi for more than a decade.
The Drum understands the airline has parted ways with its incumbent agency LBi, after it declined to repitch for the account, which it inherited after acquiring bigmouthmedia.
BA is required to hold a statutory pitch every few years for the account as part of its procurement policy, but it is understood this is the first time LBi has declined to repitch.
It is understood the airline has already held its first round of pitches, which LBi chose not to take part in.
The global account, which spans paid and organic search, covers key territories including Asia Pacific, Europe, and North America as well as the UK.
A BA spokeswoman said: “Some of our larger agency contracts, which we have been in relationships with for many years, are up for renewal early next year. The market place has changed considerably in that time, so we are looking to review the model.”
LBi inherited the BA account as a result of its acquisition of bigmouthmedia in 2010, which was rebranded to LBi a year later. Bigmouthmedia had held the account since 2002.
Earlier this month BA and Iberia revealed they had awarded Aegis Media-owned Carat to run its global media and planning account. Carat has now joined the BA roster which includes ad agency BBH, and digital media agencies 12th Floor and OgilvyOne, which will continue to work on the current 'To Fly. To Serve' campaign.
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British Airways is the largest airline in the United Kingdom based on fleet size, or the second largest, behind easyJet, when measured by passengers carried.
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