British Airways picks OgilvyOne for global direct, loyalty marketing

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OgilvyOne has confirmed that it has been awarded British Airways' global direct and loyalty marketing account.

OgilvyOne, which had already been the airline's direct and digital agency for Asia Pacific, was chosen following a four-month pitch process. The other agencies involved in the pitch were reportedly WWAV Rapp Collins and Carlson Marketing. The appointment brings an end to British Airways' 20-year relationship with Tullo Marshall Warren.

“OgilvyOne impressed us with both their creative approach and strategic capability, and their ability to provide a truly global solution for British Airways,” said Katherine Whitton, head of marketing at British Airways, in a statement. “This partnership is a critical one for BA as it will play a pivotal role in assisting us with the continued focus and innovation at the heart of our relationship marketing plans going forward.”

OgilvyOne's responsibilities will include the global coordination and management of all direct and loyalty marketing communications. This includes British Airways' Executive Club program, which reports 7 million members.

British Airways is also working with above-the-line agency Bartle Bogle Hegarty and Publicis-owned ZenithOptimedia, according to published reports. The airline recently appointed TradeDoubler and LinkShare to handle its global affiliate marketing and these agencies will be working alongside Agency.com. It is also reviewing its digital agency arrangements across the EMEA region.

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