British Airways Flys Media Biz Into Review
British Airways has put its global media planning and buying account into review.
The incumbent for most of those chores is Publicis
Groupe’s ZenithOptimedia, which has handled the bulk of the airline’s traditional media duties since 1995. The agency subsequently added digital media duties in certain markets, including
the U.S., in 2010. Outdoor media is assigned to WPP’s Kinetic.
In the U.S., where ZO’s Optimedia unit has handled the account, BA spent more than $21 million on ads in 2011, the
last full year for which data is available according to Kantar.
Global spending is estimated at approximately $75 million. In addition, the airlines committed approximately $65 million
to be a major sponsor and official airlines of the 2012 Olympics in its home city of London.
Asked for comment, a BA rep issued this statement: “It is standard practice at British
Airways to regularly review our suppliers to ensure we have the right level of support in place. If and when we have anything to say regarding our media-buying agency, a formal announcement will be
made.”
For ZO, the British Airways review is the second time in recent months that a longtime client has decided to reassess its media assignment. In December, Nestle USA confirmed
putting its account up for review, a process the company said it hoped to wrap up by the end of the first quarter 2013. Nestle’s spending on measured media in the U.S. is estimated at more than
$600 million.
ZO declined to comment on the British Airways review.
Recent MediaDailyNews Articles
-
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ... -
Motorola Hires Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
'Jimmy Kimmel,' Myspace Promote Musicians June 18, 2:56 p.m.
Select artists that appear on TV late-night show “Jimmy Kimmel Live” will get to perform an ... -
W+K Amsterdam's Heineken Ad Wins Cannes Lions Grand Prix, Creative June 18, 11:31 a.m.
A Heineken ad campaign from Wieden + Kennedy Amsterdam, the brand’s first global campaign effort, has ... -
Millennials Split In Attitude, Teens Less Upbeat, But Resilient June 18, 10:56 a.m.
MTV says younger U.S. millennials are a bit more pessimistic than older millennials.New millennials ages 14 ... -
Scripps Launches TV Everywhere With TWC June 17, 6:01 p.m.
Scripps Networks has a TV Everywhere deal with Time Warner Cable, allowing viewers access to on-demand ... -
Cannes Lions, Gates Foundation Partner For Global Initiative June 17, 5:51 p.m.
It sounds like a cliché from a beauty pageant, where the contestants talk about the lofty ... -
After TV, Sports Fans Up Coverage On Mobile, Social Nets June 17, 4:27 p.m.
While TV remains the No. 1 platform for sports fans, the second-screen TVs of sports -- ... -
Public Trust In Newspapers Dips Again June 17, 2:19 p.m.
In addition to their well-publicized financial woes, newspapers have a credibility problem, as Americans’ confidence in ...
Be the first to comment on "British Airways Flys Media Biz Into Review"
Leave a Comment