OgilvyOne scoops BA digital marketing brief

British Airways...appointed a single agency for the first time
British Airways...appointed a single agency for the first time

LONDON - OgilvyOne has scooped the £4 million digital advertising and media business for British Airways across its European and African markets.

The agency secured the business following a shoot-out against ZenithOptimedia and Publicis, which paired up for the pitch.

OgilvyOne will now take responsibility for the airline's digital advertising across 40 European and African markets, while Neo@Ogilvy will handle the digital media planning and buying.

The appointment does not include the airline's UK digital advertising business, which remains with Agency.com.

This is the first time BA has appointed a single agency to handle its European and African digital business, having previously appointed shops on a project-by-project basis.

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