OgilvyOne UK, leading a consortium called ‘the 12th Floor’, has been appointed lead agency for the British Airways Global Creative Technology Business following a competitive pitch. The agencies will handle the airlines’ Digital Innovation, Strategy, eCommerce, Retail & Direct Sales, Social, Display, Mobile and regional tactical marketing. OgilvyOne UK already holds the British Airways Global Customer Engagement Business.
This latest win further underlines OgilvyOne’s strength in the digital space. The account will be hubbed out of London with a team in New York, supported by digital strategists from across the network.
OgilvyOne UK took a unique approach to the brief by creating a new model ‘the 12th Floor’ to meet British Airways’ bespoke creative technology and ecommerce needs. Under the leadership of OgilvyOne UK, the 12th Floor brings together leading industry digital specialists eCommera (ecommerce retail consulting and data experts), Imano (specialist independent mobile agency), Ravensbourne (innovation and design college) and Decision Technology (behavioural scientists and academics), to create a consortium team with the capabilities and expertise required to deliver against the brief.
Annette King, CEO of OgilvyOne said: “The 12th Floor is a hugely exciting construct for us as well as British Airways. It will enable us to genuinely help manage the entire customer experience working with our best in class partners. This is a game changing experience all round.”
Abigail Comber, British Airways’ head of brands and marketing, said: “We want to create genuinely useful, interesting experiences and services for customers that will embody our promise, ‘To Fly. To Serve’. Technology plays a crucial role in allowing our customers to feel connected to us. We already use it in a number of ways including the use of iPads by senior cabin crew to access latest customer information, the BA mobile app, our facebook page and twitter account and our new Google+ site which has already attracted more followers than any other airline.
“We were looking for one agency that could deliver a really innovative and tailored approach across all our digital platforms. We believe 12th Floor are the perfect team for the job, offering a range of skills and exceptionally creative thinking in one company.”
The 12th Floor will start working for British Airways on April 2, 2012 on a three-year contract.