British Airways Parent IAG Bets Big on Advertising

The new media network promises a unified approach and deeper audience targeting

International Airlines Group, British Airways’ parent company, is launching a new advertising business that pitches audience targeting.

IAG Media will bring together advertising across its airlines for the first time. In addition to British Airways, IAG owns Aer Lingus, Iberia, Level, and Vueling. The company served about 122 million passengers in 2025.

“We want to create one unified story of how IAG airlines are enhancing the passenger experience and our advertiser experience,” Josh Peckham, chief commercial officer of IAG Media, told ADWEEK.

IAG Media will become the single point of contact for advertisers across all of the airlines. Up until now, each airline has had a separate advertising strategy, Peckham said.

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Mitchell Parton

Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.