Neo@Ogilvy, the global digital and direct media network of Ogilvy, will take over digital media planning and buying for British Airways in Europe and Africa. Neo@Ogilvy attained the £ 2 million account together with OgilvyOne in a pitch against Publicis and Zenith Optimedia.
This is the first time that British Airways has entrusted its entire EMEA business to a single agency. Previously, various agencies were engaged on a project-by-project basis. The British Airways account will be coordinated from London and includes digital advertising in 40 countries throughout Europe and Africa. Buying and planning for the largest section of the region will be centered at Neo@Ogilvy in Düsseldorf. The German office functions as the central EMEA hub within the Neo@Ogilvy network. Düsseldorf has extensive experience in planning and buying for transnational digital media campaigns.
Stefan Längin, Managing Director for Germany and the EMEA hub of Neo@Ogilvy, sees the acquisition of this account as a confirmation of Neo@Ogilvy’s strategic orientation. “In recent years,” says Längin, “Neo@Ogilvy has invested in manpower and advanced technologies worldwide to gain a reputation as the top choice for international digital media campaigns. Neo@Ogilvy offers multinational companies the chance to significantly boost the ROI of their digital media investments. We convinced British Airways with our strategic and analytical capabilities, our technological resources, and our strong references.”