OgilvyOne scoops BA Asia-Pacific digital work

An OgilvyOne Worldwide London product story

Edited by the Marketingservicestalk editorial team Oct 3, 2007

OgilvyOne London, the direct marketing and digital agency, has sealed its third major business win of the year - the British Airways Asia-Pacific digital and below-the-line account.

The agency will be acting as a "one-stop shop" for British Airways in the region, which includes the Middle East; South-East Asia; Australasia; China and Hong Kong; India and Pakistan; and Japan.

The account will be run out of OgilvyOne London's HQ in Canary Wharf, with support from local offices as appropriate.

Its brief covers two key areas in both the leisure and business markets: below-the-line work and digital marketing services including strategy; creative; affiliate, search and mobile marketing; tracking and reporting; and, through OgilvyOne subsidiary Neo@Ogilvy, digital media planning and buying.

OgilvyOne was selected following a competitive pitch.

The agency's contract runs for three years from October 2007; its first work for the airline should appear in early 2008.

Leading the OgilvyOne team will be Jo Coombs; creative lead is John Trainor, with Brian Jensen as head planner.

The digital planning and buying team will be led by Richard Wheaton, UK managing director of Neo@Ogilvy.

Annette King, OgilvyOne London's deputy managing director, commented: "This is a massive win for us - an important piece of network business.

"British Airways is a brand we've wanted on our books for a long time and we simply can't wait to start work.

"It's the biggest and most prestigious name in aviation, and a great British brand.

"The brand and cultural fit between OgilvyOne and British Airways is perfect.

"Creatively and strategically it will present us with some exciting challenges - Asia and the Pacific is a rapidly developing (especially for British Airways) and fiercely competitive region: it has some of the world's best airlines and best airports; add in the rapid technological development and cultural change in China and India and you have a uniquely complex set of brand communications issues to solve.

"However, we relish a challenge and look forward to helping British Airways develop leadership in this most exciting of markets".

"We are delighted with the appointment," added British Airways' Marketing Communications Manager for Asia and the Pacific Daniel Lloyd.

"OgilvyOne demonstrated a real passion for the British Airways brand and presented us with excellent strategic and creative ideas.

"With their experience with high-end global brands, the network's local knowledge and global reach OgilvyOne is a great match for us - we're looking forward to starting work together.".