EasyJet takes off with OMD

EasyJet: favoured OMD over BBJ and Feather Brooksbank for its £25m task ADVERTISEMENT

OMD has landed the £25m media planning and buying task for low-cost airline EasyJet from incumbents BBJ and Feather Brooksbank following a six-month pitch for the business.

The agency will handle the airline's media business in 11 territories including the UK, France, Spain, Italy and the Netherlands.

EasyJet put its media business up to pitch last October, following its acquisition of low-cost rival Go in May 2002. The Go brand, which was axed following the deal, was previously handled by Zenith Optimedia and EasyJet wanted to consolidate its business into one agency.

The shortlist for the business was whittled down to OMD and Carat International in early May, and it is understood that BBJ and Feather Brooksbank did not pitch for the business.

The pitch was initially overseen by David Magliano, strategic marketing director at EasyJet, but, in its final stages, was handled by Mike Cooper, commercial director at the travel operator.

Alistair Buckle, EasyJet's marketing manager, said: "All through the pitch process, OMD impressed us with their understanding of the EasyJet brand and business model, and demonstrated how they could apply this knowledge to substantially improve our media planning and buying. The fact that EasyJet chose OMD over such impressive competition, in Carat and MediaCom, says it all."

The appointment will be effective from the beginning of June, and comes at one of the busiest times of the year for the travel business.

EasyJet isn't the only low-cost airline to be reviewing its marketing activities - the appointment of OMDfollows news last week that Starcom Motive had netted the £8m media planning and buying task for budget airline Flybe from BJK&E following a five-way pitch. Flybe competes in the same market as EasyJet and Ryanair.

Colin Gottlieb, chief executive of OMD Europe, said: "EasyJet's one of the leading players in arguably one of the most competitive and dynamic markets in Europe. It's an energetic and demanding company that knows its business inside out."

Earlier this month, EasyJet escaped censure by the Advertising Standards Authority for three press ads encouraging people to avoid the Congestion Charge in London. Transport for London complained that the ads unfairly denigrated the charge and its instigator Ken Livingstone, but the ASA rejected the complaints.