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Optimedia sees off Walker to win 16m [pound sterling] BA media business.(British Airways)(Brief Article)
British Airways has moved the media planning for its 16 million [pound sterling] media account out of Walker Media.
Optimedia, which already handles BA's buying as well as strategy outside the UK, has won the business after a pitch against Walker for the whole account. The review was called as part of a cost-cutting move following a downturn in sales after 11 September.
M&C Saatchi, BA's creative agency, has an equity stake in Walker Media. Walker has handled the media strategy account since its launch in 1998.
The media review followed a restructure of BA's direct marketing roster that saw Claydon Heeley Jones Mason and Carlson dropped and the business consolidated into Tullo Marshall Warren.
Creative was not part of the review and M&C Saatchi developed BA's first ad since last year's terrorist attack to tempt business travellers back to its routes to the United ...
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