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Creston Unlimited British Airways

British Airways taps Creston for CRM brief in personalisation drive


By Jennifer Faull, Deputy Editor

November 19, 2015 | 2 min read

British Airways (BA) is looking to work its customer data harder with the hire of Creston Unlimited and its partner Aquila Insight to handle its customer relationship management (CRM) work.

The move comes on the back of a number of appointments to the marketing board this year as the airline seeks to put customer experience at the front and centre of its strategy.

In January, Abigail Comber was promoted to the role of head of customer, reporting to Troy Warfield who was poached in September from Avis to head up its customer experience and brand strategies.

Meanwhile, Sara Dunham became head of marketing, retail and direct with a particular focus on BA’s Executive Club loyalty scheme.

The hire of Creston and Aquila will support the team’s united vision to bring marketing and commercial closer together to turn customer experience into the brand’s key differentiator.

“CRM is critical to differentiating British Airways for our customers and engaging effectively with them,” explained Dunham. “It enables us to place them at the heart of our marketing by delivering messages that are relevant and personal.

“We believe that the best way to deliver that personalised approach is to have data planners and analysts working hand-in-hand with CRM strategists. Creston Unlimited and Aquila provided us with a solution that delivered exactly that and played to both their strengths.”

The agencies will take over the account from December 1, 2015 with Creston to manage the CRM strategy, while Aquila will work alongside the airline’s analytics team.

Creston Unlimited British Airways

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