Sapient lifts BA brief from OgilvyOne

British Airways has now severed all ties with OgilvyOne after handing its global digital marketing account to SapientNitro, 12 months after handing BBH its CRM activity.
OgilvyOne has worked on the airline’s creative technology business since 2012, which it services through a special agency dubbed 12th Floor.
But this business is now following the CRM account – which went to the BBH division run by direct marketing “glimmer twins” Simon Hall and Warren Moore – down from the 12th floor and out of the front door.
Sapient narrowly missed out on the joint CRM and advertising account last March but will now take over running the airline’s digital platforms, including the main website BA.com and its digital marketing, including social media.
It would appear that OgilvyOne chief Annette King now has a double mountain to climb, having publicly stated the agency would soon win back the CRM activity from Hall and Moore. So far, there has been no word as to whether she intends repeat the claim about the digital business.
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.
British Airways head of marketing, retail and direct Sara Dunham said: “SapientNitro offer us great ideas, good insights, the ability to apply strategy practically, a strong reputation in the industry and a good fit with the BA brand. We’re really looking forward to working with them.”
SapientNitro senior vice president and European managing director Nigel Vaz said the appointment was a “game-changer all round”.
He added: “Through a forward-looking approach to the use of multiple digital platforms and creative technology, British Airways has built renewed strength around its brand. We are proud to join them on the next leg of that journey and, through our passion to break boundaries at the intersection of technology and story, to give the British Airways brand an ever-greater relevance in the lives of connected consumers.”

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