British Airways has rejected the charms of digital agencies to reappoint eBay Enterprise – which supports and advises brands on optimising their marketing strategies – to handle the airline’s email marketing account.
The relationship with BA dates back to 2006, when the account was handled by e-Dialog; it switched over when eBay bought e-Dialog in 2008 and folded it into its GSI Solutions division. This was rebranded eBay Enterprise last year.
The division handles all of the airline’s email communications with customers, providing customised content based on real-time insights.
Since first starting work on the business, it claims to have significantly improved the efficiency and turnaround times of email campaigns, as well as customer engagement.
eBay Enterprise works with more than 500 clients worldwide, including Levi’s, DKNY, Timberland, Speedo, Toys R Us, Mattel, Early Learning Centre and Sony.
BA head of marketing Abigail Comber said: “Conscious that the agency marketplace and advertising consumption has changed, we launched this pitch to test the market and see what was on offer. As part of that, we set the challenge to put engaging content at the heart of all our communication, whatever the channel.”
eBay Enterprise head of marketing EMEA Luke Griffiths added: “We have crafted a unique model for BA that combines deep customer insight, creative content development, and economies of scale to enable it to provide personalised, relevant, and timely information to its customers.
“The work we do with BA has evolved considerably over the past six years, and we are confident that our model will continue to be future-facing in line with the British Airways vision ‘To Fly. To Serve’.”
Earlier this year, BA stunned the industry by appointing direct marketing stalwarts Simon Hall and Warren Moore to run its loyalty club account, in a joint venture with Bartle Bogle Hegarty.
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