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British Airways Expands Relationship With M&C Saatchi

29/04/2014
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M&C Saatchi MILK to handle airlines' global CRM strategy and analytics

As part of its new marketing line up, British Airways has extended its relationship with strategic marketing consultancy M&C Saatchi MILK to handle its global CRM strategy and analytics. 

M&C Saatchi MILK has been working with British Airways since 2012 on the transformational ‘Know Me’ programme, focused on making the most of British Airways’ customer data to effect a more relevant and engaging experience for its customers both in and outside of their journeys with the airline.

This focus will now be reflected in British Airways new agency model, with MILK’s remit expanded to lead globally on the airline’s CRM strategy and supporting analytics - beyond the Know Me programme, working alongside the recently announced consolidated agency line up. 

MILK joint CEO, Jane Hodson, said: “We are particularly excited to be involved at such a transformational time helping British Airways to translate its data and content vision into a meaningful conversation with its customers, one that is relevantly targeted and adds measurable value for the brand.”

British Airways Head of Customer Engagement, Ian Romanis, said: “MILK has been a key consulting partner in helping us make our ‘Know Me’ vision a powerful reality and enabling us to capitalise on our customer insight for the long term. They will now play a pivotal role in our new line up ensuring that we keep CRM strategy closely aligned with our brand ambition”

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