EasyJet slated for 'misleading' agencies on pitch

by Lucy Barrett Marketing 31-Jan-06, 08:30

LONDON - EasyJet has been accused of misleading agencies after it halted an eight-month pitch for its £50m advertising business last week.

The budget airline had shortlisted Ogilvy & Mather and Saatchi & Saatchi, with a decision expected by the end of January. Although it has not ruled out either agency, it says it is looking to appoint a "hotshop" agency to create one campaign that will be adapted in-house for use on a country basis.

"We made it clear from the beginning that we may not appoint an agency," said EasyJet commercial director Saad Hammad, who made the decision.

Both agencies, which have spent more than £100,000 on the pitch, disputed Hammad's claims. Saatchi's said the airline had "wasted its time" and on Friday removed itself from any future pitches with the company.

Gary Leigh, chairman of the Ogilvy Group UK, said: "Ogilvy is considering its position in the light of EasyJet amending its initial brief."

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