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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.
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