EasyJet brings in Oliver as in-housing plans take off

EasyJet has confirmed it is partnering with Oliver to help transform its marketing operation with the launch of its own in-house agency, Parasol Studio.

The move is designed to allow the low-cost airline to enhance its production and design capabilities to support the business’ demands.

Parasol Studio will serve as one integrated and seamless solution for campaign design, copy, video creation, translation and publishing. It will employ Oliver’s technology, the OMG platform, to use AI and support data safeguarding, content automation and accurate briefing.

The suite includes Dynamic Creative Optimisation (DCO), detailed reporting, and enhanced communication across multiple markets ensuring a real-time view of every marketing campaign.

EasyJet marketing director Gabriella Neudecker said: “Together with our new partner, Oliver, we are building an in-house marketing ecosystem that will help deliver exceptional work while embracing innovation and efficiency and supporting our strategic ambition to deliver ease.

“We look forward to working closely with Oliver and our broader marketing team as we continue to reinvent marketing at easyJet.”

Oliver EMEA chief executive of Matt Baldwin added: “EasyJet wanted a partner that would bring the flexibility and scalability required to effectively support peak marketing moments across many European markets.

“We are delighted to help them meet this goal by establishing a dedicated in-house marketing ecosystem, headquartered in Madrid and complemented by an extensive, global offshore team.”