MBA walks off with Avios brief

Travel loyalty programme Avios, which rebranded from AirMiles nearly 18 months ago, has handed its direct and digital marketing account to MBA, following a pitch.
The company had used a few agencies in the past, including Partners Andrews Aldridge, but has been handling the account inhouse for a number of years. Agency Insight International oversaw the pitch process.
AirMiles was axed following the merger of British Airways with Iberia to form International Airlines Group (IAG) in September 2011 and the need to create a programme to run across all territories.
A major branding campaign, through marketing agency 101, announced the relaunch and featured TV, outdoor, print and digital activity. MBA will now work alongside 101 across all digital, direct and social channels.
Consumers can collect Avios points through Tesco, Lloyds TSB and Shell, as well as through purchases of more than 200 other brands.
Formerly Maher Bird Associates, MBA was launched in 1994 by ex-Simons Palmer account management chief Stephen Mayer, who remains chief executive.
The independent integrated agency now counts AA, Accor Hotels, Everest, Lovefilm, Mercedes Benz and the National Trust among its client list.