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The Saatchi brothers have held the account for 20 years, with M&C Saatchi holding it for 10 years.

BA has been marketed as "The world's favourite airline" since 1982, with the campaign strapline changing to "The way to fly" in 2004.

After M&C Saatchi at 8/11, the Irish bookmaker put JWT at 7/2, with Saatchi & Saatchi followed by Leo Burnett and Abbott Mead Vickers BBDO. Bringing up the rear according to Paddy Power is Saatchi & Saatchi with odds of 50/1.

M&C Saatchi has been asked to repitch for the account "as part of an ongoing review" and not on any reflection on its relationship with the airline, according to BA.

BA has succeeded in making profits of £540m for 2004, the highest in the world airline industry. However, chief executive Willie Walsh, who joined BA from Aer Lingus earlier this year, has instigated the review as part of a drive to cut costs across the business as it prepares to move its hub to Heathrow's Terminal Five, which is due to be completed in 2008.

BA will draw up a shortlist over the next few weeks with pitch meetings scheduled to take place in September and finalised by early autumn.

The review will be overseen by head of global marketing Jill McDonald, together with head of marketing UK and Ireland, Jayne O'Brien.

The full list of odds from Paddy Power
8/11 M&C Saatchi
7/2 JWT
4/1 Leo Burnett
7/1 BBDO
10/1 Ogilvy & Mather
14/1 DDB
16/1 Publicis
25/1 BBH
33/1 TBWA
50/1 Saatchi & Saatchi

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