Omnicom has landed British Airways’ media planning and buying business, concluding a review process that began in January 2021.
Omnicom Media Group – which will also manage paid and organic search and other performance marketing channels, including affiliates and meta-search partnerships – will take over the account from WPP, which managed the creative, media search account. , social and paying airlines. since 2017.
International Airlines Group, owner of BA, launched the review in January. WPP exited the race, with a final round involving Omnicom and Havas.
Last week, Countryside revealed that Uncommon Creative Studio had won the airline’s advertising and CRM business, which will begin next February.
A bespoke Omnicom Media Group team will be set up to work with British Airways from next March.
The airline said the new structure “will enable British Airways to maximize its growth strategy, adopting Omnicom’s global network, efficiency planning framework and a digital-first approach”.
Alongside British Airways, Omnicom will also work on the loyalty program of its parent company IAG.
“Throughout the presentation, we were impressed with Omnicom’s cutting-edge strategic and technology capabilities, digital approach and strong focus on efficiency,” said Tom Stevens, Chief Brand and British Airways customer experience.
“We look forward to working with Omnicom’s highly talented teams around the world as we emerge from the pandemic and consider our future. I would like to thank WPP for the successful partnership over the past few years as we transition to the new operating model.
Florian Adamski, Managing Director of Omnicom Media Group, added: “We are very proud to have been selected as British Airways’ Global Media Partner.
“It was an opportunity to create a flexible agency model for British Airways, powered by the breadth of Omnicom Media Group talent and Omni, Omnicom’s industry-leading open operating system, orchestrating best results for our clients.”
For Omnicom, British Airways has had a solid string of major global media successes recently, including Chanel and Mercedes-Benz.
The group also works with HM Government, John Lewis and Virgin Media.
Omnicom Media Group agencies Manning Gottlieb OMD and PHD cleaned up at the recent Media Week Awards.
