Neo@Ogilvy UK, the digital media planning and buying arm of OgilvyOne London, is taking on the responsibility for comprehensive media attribution analysis of British Airways’ display, affiliate and search digital media in the online marketing process from March.
The media attribution programme tracks all media investments and determine the most efficient online customer paths of British Airways’ UK sales, using Neo’s in-house toolset. Neo’s work will enable the airline to calculate the most efficient media mix for the first time, and to optimise results from each marketing touchpoint.
The Neo team will work with British Airways’ online media agency ZenithOptimedia to create the most cost effective online sales strategies.
Richard Wheaton, Neo’s managing director, said: “ “We are looking forward to extending our relationship with British Airways and adding value with our new tools and services. We’ve got some very exciting click path analysis tools which will allow the airline to gain new insights into the effectiveness of its sizable digital investment.”
This win alongside Neo’s appointment to run BA UK’s affiliate programme in the same pitch process are the first pieces of UK business for the agency, which already manages similar assignments in Europe, Africa and Asia-Pacific. They also further strengthen the relationship between BA and OgilvyOne London, which manages the airline’s global loyalty and direct marketing programmes.
