British Airways has split its CRM, analytics, modelling and data strategy account between Creston Unlimited and Aquila Insight following a review of the business which kicked off in August.
The two agencies will succeed Milk, the former M&C Saatchi-owned agency which bought itself out of the group earlier this year. It had worked for BA since 2012.
They will work alongside Bartle Bogle Hegarty – and its joint venture with Seven Seconds – on the account.
The airline has briefed the agencies to run campaign analysis, segmentation, opportunity identification, modelling, data strategy and CRM strategy support. Creston Unlimited will manage the CRM strategy, while Aquila will work alongside the airline’s analytics team.
The airline also works with SapientNitro on digital marketing and eBay Enterprise on email marketing.
The hire of Creston and Aquila will support the team’s united vision to bring marketing and commercial closer together to turn customer experience into the brand’s key differentiator.
Head of marketing Sara Dunham said: “CRM is critical to differentiating British Airways for our customers and engaging effectively with them. It enables us to place them at the heart of our marketing by delivering messages that are relevant and personal.
“We believe that the best way to deliver that personalised approach is to have data planners and analysts working hand-in-hand with CRM strategists. Creston Unlimited and Aquila provided us with a solution that delivered exactly that and played to both their strengths.”
Richard Marshall, group chief executive of TMW Unlimited which is part of Creston Unlimited, said: “Our model marries up the skills of strategy and analytics from the specialists that work within those fields, to deliver the perfect partnership for our clients. We’re delighted to have the opportunity to work with British Airways, which really focuses on the importance of CRM to build relationships with its customers to ensure they’re delivering the best possible service.”
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