BA kicks off review of insight account

British Airways is on the hunt for a data business to work alongside Bartle Bogle Hegarty – and its joint venture with Seven Seconds – to handle analytics, modelling and data strategy.
The account has been run by Milk Customer Strategy – the data agency which bought itself out of the M&C Saatchi network earlier this year – since 2012.
Last year Milk picked up a new tranche of work from BA to handle the global CRM strategy and data account. It is not known whether Milk will be repitching for the account.
According to a Request for Information (RFI) issued by BA, the airline wants to appoint an agency to handle campaign analysis, segmentation, opportunity identification, modelling, data strategy and CRM strategy support.
As well as the BBH’s venture with Seven Seconds – run by Warren Moore and Simon Hall – the airline also works with SapientNitro on digital marketing and eBay Enterprise on email marketing.
A BA spokeswoman said: “It’s important and right for us to review the marketplace. We need to ensure that we have the best solution in place for our business and our customers.”

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