Lufthansa and British Airways Review Global Media, Creative Accounts, Respectively | Adweek Lufthansa and British Airways Review Global Media, Creative Accounts, Respectively | Adweek
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Lufthansa, British Airways Launch Global Reviews

Media account and creative business, respectively

Lufthansa's search is further along than BA's.

Summer suddenly feels like airline review season. Just as Lufthansa confirmed a global review of its media business, British Airways acknowledged that it is reviewing its global creative account.

Mindshare is the incumbent on the Lufthansa account and is defending, according to sources. The carrier spends an estimated $90 million in media worldwide each year.

Mindshare’s relationship with Lufthansa dates back to 2000. In 2010, Lufthansa reviewed the business but, in the end, kept it at the WPP Group shop.

The agency referred questions to the airline, which confirmed the search. The process seems to be well underway, as Lufthansa expects to complete it next month.

BA’s global media spending total hovers around $100 million annually. Its creative responsibilities are divided chiefly among Bartle Bogle Hegarty (traditional ads); OgilvyOne (direct marketing, customer relationship management); and OgilvyOne offshoot 12th Floor (digital ads). Other creative roster shops include e-Dialog (email marketing), M-is (events) and BJL.

BBH has worked on BA since 2005, and OgilvyOne, since 2008. Both shops are defending.

BA is looking closely at agency capabilities, with its eye toward consolidating some of its creative assignments at fewer shops, according to a source. “It’s more sort of a structural than strategic” review, the source added.

A BA representative said simply, "We're looking to review the model as the marketingplace has changed."

A London-based consultancy, Oystercatchers, is helping to manage the search, which is expected to conclude by year’s end.

BA’s creative contest follows a global media review, which included responsibilities for sister carrier Iberia. Dentsu’s Carat won that account.

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