Miller/Huber Relationship Marketing has won a new direct marketing assignment from British Airways, without a review. The client declined to comment on the size of the account, but it is estimated to be worth $25-30 million.
BA is launching a strong business-to-business direct effort in the U.S. to complement its existing consumer direct marketing efforts. San Francisco-based Miller/Huber, which now has roughly $120 million in billings and 60 staffers, won the business after cold-calling the client and presenting speculative ideas during the last year, said agency president Floyd Miller.
"Miller/Huber is able to analyze the complexities of our industry and come up with innovative marketing solutions," said Woody Harford, vice president of business travel marketing for BA in New York. "We were impressed with their insight on building relationships with businesses as well as consumers."
The agency will work closely with BA roster shops M&C Saatchi, New York, which handles ad duties, and Carlson Marketing Group, Minneapolis. Its first task will be to develop a direct marketing strategy forging formal ongoing relationships between BA and U.S.-based firms and business travelers.
Miller/Huber will team with Carlson to target BA business/leisure travelers with new marketing programs and may also handle some interactive efforts, said Miller.
BA spent just over $40 million last year on media spending for advertising in the U.S., according to Competitive Media Reporting. The airline also alotted $25-30 million for its U.S. consumer marketing efforts, said industry sources.