British Airways Appoints Uncommon as Creative and CRM Agency

British Airways has today announced that it will be appointing Uncommon as its new creative and CRM agency following a competitive pitch process as part of a full marketing services review.

Uncommon is an award winning agency, known for their recent work with Google, ITV, B&Q and Wagamama. British Airways will work with Uncommon to further develop the brand globally and build CRM capability to drive business growth in the recovery from Covid pandemic.

Tom Stevens, British Airways’ director of brand and customer experience, said: “Uncommon is a highly talented, independent agency which impressed us with a strong differentiated creative proposal. At British Airways we always seek out the very best agencies to work with. I’d like to thank WPP for the great partnership over the last few years and we are now looking forward to a bright new chapter.”

Natalie Graeme, co-founder, Uncommon added: “British Airways is an iconic global brand – one that represents and champions British originality at its finest. Reconnecting Britain with the world and vice versa has never felt more welcome and more challenging as travel resumes. This offers such an exciting opportunity for the studio to help reignite BA’s purpose across every touchpoint of the business from design, brand, comms, and our newly formed CX practice. We’re thrilled to be partnering and can’t wait to share what we’ve been working on together.”

Incumbent creative agency WPP has been working with British Airways on creative campaigns for the last four years, strengthening the brand with award winning campaigns including their centenary campaign and recent New York reopening.

British Airways is still in the process of media and SEO services review and the outcome will be communicated in the near future.