British Airways reviews account at BBH – again

British Airways owner IAG (which also owns Iberia) is reviewing its creative and media accounts – at BBH and Carat respectively.

The review seems to be procurement led, increasingly the way these days. IAG is under the cosh, reporting a profit fall and worried by the implications of Brexit.

BA used to be the blue riband of British ad accounts, boasting it was the “world’s favourite airline” in a series of blockbuster campaigns at Saatchi and Saatchi and, later, M&C Saatchi.

Before that it was FCB London’s signature account with its line “We take more care of you,” probably its best and still the reason many people fly BA. BA recently announced the end to free meals on short haul flights, another sign that its management, led by combative Irishman Willie Walsh, aren’t on the same runway as its customers.

BBH’s big effort was ‘To fly, to serve’ five years ago which featured a number of Biggles types.

This didn’t stop BA reviewing the business in 2013 but it re-appointed BBH. Since then the agency seems to have concentrated on what we used to call below-the-line. There certainly hasn’t been any advertising of note.

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