BMI appoints M&C Saatchi and MPG

by Alison Donnelly, Marketing 13-Aug-08, 15:16

LONDON - British Midland (BMI) has confirmed the appointments of M&C Saatchi and Media Planning Group (MPG) to its £11m creative and media planning and buying accounts.

M&C Saatchi has already created its first print ad campaign for the airline brand, which will support a fare deal on its long-haul routes from Manchester to the Caribbean. The print ad sees a musical score playing out a take on the 1975 ‘Typically Tropical' hit song ‘We're going to Bar-ba-dos'.

The ad is appearing in regional newspapers and M&C Saatchi is also working on a larger campaign, which is scheduled for October.

The company said it appointed MPG on the strength of its integrated online and above-the-line media planning and buying and M&C Saatchi, whose owners worked on the BA account for 23 years, on its reputation for campaigns that build brands while driving sales.

BMI has also awarded its digital account to M&C agency Play. The account was previously held by Euro RSCG.