British Airways has decided not to reappoint OgilvyOne to its loyalty account, six years after first appointing the agency to handle the Executive Club scheme, with two agencies left in the running.
It is understood the airline is looking to appoint a single agency to run all its advertising and direct marketing activity.
Sapient Nitro and Bartle Bogle Hegarty, which will partner with a direct marketing agency, will now go head-to-head for the whole account, including the main advertising business. The pitch has been running for seven months.
Ogilvy One will continue to work on the airline’s creative technology business, which it services through a special agency called 12th Floor. This was not included in the review
A BA spokesman said: “We can confirm that OgilvyOne has been unsuccessful at retaining its position as British Airways below-the-line and loyalty marketing communications agency, as part of the broad agency pitch the airline has been conducting.”
Earlier this week it was revealed that Ryanair is hunting for a data and CRM agency to handle its customer marketing account.
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