BA appoints SapientNitro to creative tech and social media business | M&M Global

BA appoints SapientNitro to creative tech and social media business

British Airways (BA) has appointed SapientNitro to manage the airline’s creative technology and social media business.

BA

SapientNitro, which was purchased earlier in the year by Publicis Groupe for $3.7bn, won the account in a final-two way pitch against incumbent OgilvyOne.

Sapient will be responsible for running the airline’s digital platforms including the main BA.com website and its social media accounts.

Sara Dunham, British Airways’ head of marketing, retail and direct said: “SapientNitro offer us great ideas, good insights, the ability to apply strategy practically, a strong reputation in the industry and a good fit with the British Airways brand. We’re really looking forward to working with them.”

Last year, SapientNitro lost out to BBH when pitching for the company’s entire advertising and customer loyalty account.

Back in January, BA promoted Sara Dunham to her role as head of marketing, retail and direct, as part of a wider restructure of its commercial team.

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