More British Airways for Optimedia

British Airways has awarded Publicis Groupe’s Optimedia U.S. digital media duties after a review, the client has confirmed.

The incumbent on the assignment was Agency.com, a unit of Omnicom’s TBWA, which defended. It was not clear if other contenders participated in the pitch. The switch takes effect immediately, the client said.

Optimedia has been the client’s global traditional media agency since 1995. The carrier spent about $15 million on ads in the U.S. last year, according to Nielsen. Digital spending is estimated at about $1.5 million annually.

Commenting on the award, Anne Tedesco, vp, marketing communications, North America, at British Airways said: “Optimedia continues to deliver integrated media programs that demonstrate both a true understanding of our brand and a smart strategy for breaking through the clutter to make connections with our customers.”

Added Antony Young, CEO, Optimedia U.S.: “British Airways is a valued client partner and we couldn’t be more pleased to expand our relationship in exciting new ways. As travel purchase decisions are increasingly made online, smart digital investments are key to driving ROI as part of a truly integrated media strategy.”