This time SapientNitro won the prize. The Publicis Groupe agency has been named the digital lead for British Airways, business previously handled by OgilvyOne.
Last year SapientNitro emerged as a review finalist when the U.K. flagship airline retained long-time agency Bartle Bogle Hegarty after a six-month global creative search. In the current review, BBH also competed for the digital business, along with DigitasLBi and We Are Social.
The global digital assignment includes key British Airways markets like the U.S., U.K., China, India and Europe. The airline's digital spending couldn't immediately be determined, but the brand spends around $100 million annually on its marketing communications.
"We are confident that SapientNitro will offer us great ideas, insight, the ability to apply strategy practically, a strong reputation in the industry and a good fit with the British Airways brand," Sara Dunham, British Airways' head of marketing, retail and direct, said in a statement.
In November, Publicis announced a $3.7 billion all-cash offer for SapientNitro, with the deal closing on February 6 of this year.