Havas Helia is understood to have scooped the Heathrow Airport CRM business – alongside Havas Worldwide which will handle advertising – after a competitive pitch.
Helia takes over from Saatchi Masius and will work alongside Acxiom, which was appointed to upgrade and manage Heathrow’s CRM database, as an extension of its decade-long relationship with the airport.
The Havas agencies won the business after a final shoot-out with Rapp, which pitched with Adam & Eve/DDB, and Lida, which worked with parent M&C Saatchi. Oystercatchers handled the process.
With 73.4 million passengers passing through the airport each year, Heathrow is the busiest airport in the UK and the busiest airport in Europe by passenger traffic.
Helia will tap into Heathrow’s customer database to personalise communications for passengers travelling through its four terminals.
The agency recently appointed IPG Mediabrands global data officer and former Rapp chief Russell Marsh to spearhead its own data department.
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