British Airways has launched a review of its global digital marketing account held by OgilvyOne, just 10 months after it handed the vast majority of the agency’s business to the BBH start-up headed by Simon Hall and Warren Moore.
OgilvyOne has worked on the airline’s creative technology business since 2012, which it services through a special agency dubbed 12th Floor, and has confirmed it will repitch for the account.
The agency was responsible for BA’s “Magic of Flying” campaign, which triumphed at Cannes, picking up the Direct Grand Prix 2014, as well as three golds at last year’s DMA Awards.
And, although a BA spokesman said it was “standard for us to issue RFPs [requests for proposal] to ensure our business needs are met”, OgilvyOne boss Annette King and her team will no doubt be redoubling their efforts to retain the work.
In March last year, the airline shocked the agency world when it handed its DM account to the joint venture between BBH and Hall and Moore, even though at the time the start-up had no staff.
It has since embarked on a major recruitment drive, hiring 50 staff over last summer. Five of the seven-strong senior team have worked with Hall and Moore at either CHI or Proximity London – or both.
King has already publicly stated the OgilvyOne will win back the direct marketing account – which includes the Executive Club loyalty programme – before long. The airline recently reappointed eBay Enterprise to run its email marketing business.
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