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International Airlines Group taps WPP to handle marketing for British Airways, IAG Cargo and Avios brands

Airline outfit IAG has appointed WPP to handle its advertising

International Airlines Group has appointed WPP as its marketing agency working across its British Airways (BA), IAG Cargo and Avios brands.

Speaking to The Drum, a spokesperson for BA confirmed the appointment which sees Ogilvy & Mather London win back the BA business after losing it stages over the years.

The deal ends BA’s 12-year relationship with BBH London, which had added BA’s loyalty business to its account in March 2014, winning the business from OgilvyOne.

On losing the loyalty business, OgilvyOne had kept hold of BA’s creative technology account but later lost that to SapientNitro, now SapientRazorfish, in April 2016.

In September last year BA switched again, re-awarding its social media account to OgilvyOne.

“British Airways was looking for a transformational model to streamline a number of its marketing services and WPP delivered the best solution to the brief,” BA’s spokesperson explained.

“They will now manage media planning, strategy and buying, creative services, social media, paid search, affiliates and production for the airline. WPP will also be managing Avios’ media services and IAG Cargo’s production and creative/studio work to drive simplification and synergies.”

In February, BA held off stiff competition from Danish brand Lego to retain its crown as the number one ‘Superbrand’ for the fourth consecutive year.

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