BA names affiliate marketing agencies
British Airways has appointed TradeDoubler and LinkShare to handle its worldwide affiliate marketing programme.
The two agencies will be joint affiliate partners for the UK while TradeDoubler will exclusively be the partner for Europe and Africa and LinkShare will manage the Americas and Asia pacific region.
The agencies will work through British Airways’ digital media planning and buying agency Agency.com. The latter has run the affiliate marketing programme in the UK for the past two years.
Eve Ireland, online partnerships manager at the airline, said: “Affiliate marketing is a fundamental part of our online strategy. When looking at potential partners, our objective was to identify a company that could help us maximise channel efficiencies and drive innovation from both a technical and strategic perspective
“The reach of both TradeDoubler and Linkshare were key to the deal, enabling us to connect with other partners within their impressive networks.”
British Airways is expected to make a decision on its direct marketing agency pitch next month.
The airline recently parted company with director of customer services David Noyes and director of operations Gareth Kirkwood in the wake of the disastrous opening day for Heathrow Terminal 5 last month.
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