BA shortlists five for global DM pitch
British Airways has confirmed that it is reviewing its global direct marketing business and five agencies have been invited to pitch.
The pitch has been called by head of marketing communications Katherine Whitton. The former American express marketer joined BA in April last year. The airline is not naming the agencies at present.
Tullo Marshall Warren has handled the bulk of work for the airline’s direct marketing and strategic loyalty requirements for 20 years. The agency will continue to work on BA’s World Cargo business but is not thought to be one of the five now pitching due to the global nature of the brief.
Likewise the remit for the new agency excludes LIDA, which handles direct marketing for British Airways Holidays direct.
Whitton said that the airline wanted a more consistent approach globally to its direct marketing and to realise efficiencies through “a more centralised approach to planning and development strategy”.
“British Airways has enjoyed a long and successful relationship with TMW and it is with sadness that we end our partnership. The decision to terminate the contract has been driven by changes to our business needs, which means we need an agency that can provide global leadership in the area of relationship marketing and loyalty communications.” Unfortunately TMW does nit have the global network we seek to meet our requirements in the future.”
BA is also readying its integrated campaign to promote its move to the new Terminal 5 at London Heathrow in May.
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