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M&C Saatchi, BA's agency of 10 years, will repitch, with BA planning to draw up a shortlist for one of the UK's most sought-after accounts in the next few weeks.

Pitch meetings are scheduled to take place in September and the airline aims to finalise the process 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.

However, sources have indicated to Marketing that 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.

A BA spokeswoman insisted the carrier had called the pitch as part of 'an ongoing review' of its business; she added that media planning and buying, currently handled by ZenithOptimedia, was not being included in the process at present.

The once-struggling BA has reversed its fortunes over the past 18 months and in March announced operating profits of £540m for the year - the highest in the world airline industry. Walsh is keen to maintain the revival and is reported to be seeking savings across the business.

Last month, O'Brien admitted that BA had effectively 'marketed' its way out of trouble and said that its adspend was being increased this year to reflect this.

She added that the airline would focus on 'brand popularity initiatives', including sponsorship and innovative use of media. BA sponsored Kylie Minogue's ill-fated world tour earlier this year and is understood to be seeking new sponsorship properties.

It has also increased its use of digital media and is looking to establish BA.com as its online destination for customers, although it insists this will not adversely affect its traditional media spend.

TIMELINE

1982: BA hires Saatchi & Saatchi to handle its global ad account. It

becomes famous for its 'The world's favourite airline' slogan.

1987: BA is privatised.

1995: BA follows the Saatchi brothers to M&C Saatchi.

1999: BA stops using 'The world's favourite airline' in marketing.

2004: BA adopts 'The way to fly' as its strapline.