British Airways is hunting for an agency to manage analytics for its CRM programmes.
The airline has issued RFIs to a range of creative agencies in the UK. It is not using an intermediary. At the time of going to press, there had been no chemistry meetings.
The RFI says British Airways is "exploring the market capability" for customer analytics of its CRM programmes. Specifically, the airline is searching for an agency that can look after campaign analysis, segmentation, opportunity identification, modelling, data strategy and CRM strategy support.
The customer strategy agency Milk is the incumbent on the account. Milk was part of M&C Saatchi until March.
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