British Airways retains BBH which forms joint venture with 7 Seconds to service expanded account
British Airways (BA) has retained BBH in a joint venture with 7 Seconds owners Simon Hall and Warren Moore to handle the brand's above the line advertising account, with eDialogue also retaining its email marketing contract.
BBH has worked with the client since 2005, and won kudos for its work during that time and will now see it manage the loyalty and digital marketing communication, alongside the advertising activity for the airline.
Meanwhile, the email marketng contract held by e-Dialog will also been renewed following a pitch, but it will continue under its parent-company’s name; eBay Enterprise Marketing Solutions.
Abigail Comber, British Airways’ head of marketing, said: “We launched this pitch in order to explore the agency market place and see what was on offer, as we had had some of our larger agency contracts for many years.
"Being conscious that the agency market place and consumer consumption of advertising has changed, we set out a challenge to put engaging content at the heart of every piece of communication, whatever the channel.
“The process was rigorous and we were clear with all the agencies that the solution that delivered us great creativity combined with economies of scale would be the winner. We wanted them to be radical."
Earlier this month, OgilvyOne was informed that is had lost the below-the-line and loyalty marketing communications contract,but would remain creative technology partner for the airline's business.
It is understood that SapientNitro was part of the final pitching process which lasted around seven months in total.