• by Steve McClellan  @mp_mcclellan, April 23, 2015

British Airways has selected SapientNitro, recently acquired by Publicis Groupe, for global digital AOR duties after a review. The assignment, previously handled by WPP’s OgilvyOne, is effective in July. Other agencies in the competitive pitch included DigitasLBi, BBH and We Are Social.

The client said that SN will support its in-house ad-marketing team with work on the airline’s main website BA.com, as well as mobile, creative technology and social media. The shop’s geographic focus will be on key client markets including the UK, US, China, India and mainland Europe.

Sara Dunham, British Airways' head of marketing, retail and direct, said: "We are confident that SapientNitro will offer us great ideas, insight, the ability to apply strategy practically, a strong reputation in the industry and a good fit with the British Airways brand. We're really looking forward to working with them."