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British Airways has awarded its Latin American marketing account to Publicis Sanchez & Levitan.
The Miami shop is the Hispanic marketing unit for Publicis in the U.S.
The agency, which became part of the $16 billion Publicis network in March, won the estimated $5-7 million business after a review against undisclosed Hispanic shops.
The win marks the first time the airline has appointed a lead agency to target Latin American markets. In the past, advertising was divided among worldwide lead agency M&C Saatchi in London and a number of Publicis’ shops in South America.
“We are the coordinating agency for British Airways’ marketing communications in Argentina, Bra-zil, Chile, Colombia, Mexico and Venezuela,” said PS&L chief executive officer Aida Levitan.
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