British Airways, Iberia Fly Media To Carat

Following a competitive pitch by International Airlines Group (IAG), both British Airways and Iberia this morning named Carat its new global media shop. The accounts, which are effective in October and November, respectively, covers both airlines' global media planning and buying - with separate teams working on each account independently.

In the U.S. British Airways spent $10 million on ads in 2012 while Iberia spent well under $1 million, according to Kantar. Global spending wasn't immediately available.

British Airways head of marketing, Abigail Comber, stated: "We would also like to take the opportunity to thank Zenith Optimedia, Kinetic and Neo@Ogilvy who have made a huge contribution to our business to date."

Iberia's head of Marketing, Carolina Martinoli, stated: "We're very grateful for the work our current media agency, Initiative, has done in the last seven years".

Carat will join British Airways' agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current 'To Fly. To Serve.' campaign.

Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants



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