M&C Saatchi-owned analytics agency Milk has landed a new tranche of work from British Airways to handle its global CRM strategy and data account, working alongside the BBH venture with Simon Hall and Warren Moore.
The agency, set up in July 2011, has been working with BA since 2012 on the transformational “Know Me” programme, focused on making the most of the airline’s customer data to boost engagement.
Milk’s remit has now been expanded to lead globally on the airline’s CRM strategy and supporting analytics – beyond the Know Me programme – and it will work alongside Hall and Moore.
BA head of customer engagement Ian Romanis said: “Milk has been a key consulting partner in helping us make our ‘Know Me’ vision a powerful reality and enabling us to capitalise on our customer insight for the long term. They will now play a pivotal role in our new line up ensuring that we keep CRM strategy closely aligned with our brand ambition.”
Milk joint chief executive Jane Hodson said: “We are particularly excited to be involved at such a transformational time helping BA to translate its data and content vision into a meaningful conversation with its customers, one that is relevantly targeted and adds measurable value for the brand.”
Hall and Moore stunned the agency world by picking up BA’s loyalty business last month, after setting up the joint venture with BBH. The joint venture agency – described by BBH as the model of the future – will now serve BA’s direct and loyalty marketing business. BBH has been the incumbent on the creative account for the past nine years.
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@mcsaatchi data agency Milk lands tranche of BA business http://t.co/oS5Ga2ILQr #data #directmarketing #digitalmarketing