EasyJet shortlists agencies for £30m media review

LONDON - EasyJet is understood to have shortlisted four agencies for its consolidated £30m European media planning and buying business.

The agencies shortlisted include: Carat International, parent of EasyJet's UK incumbent BBJ Media; Zenith Optimedia, parent of Go incumbent Optimedia UK; MediaCom; and OMD. Feather Brooksbank, which also worked for EasyJet, has not been shortlisted.

The review, which was called in October, comes as the budget airline prepares to phase out the Go brand. EasyJet has told its agencies that it is terminating their contracts with effect from March 31 next year.

EasyJet acquired Go in May for £374m and Go was scheduled to disappear from December. Go customers must now book Go routes through EasyJet.

The pitch is being overseen by EasyJet sales and marketing director David Magliano. Last year, EasyJet confirmed that it will produce its advertising in-house once the Go brand is axed. Go's advertising had been handled by HHCL & Partners since its launch in 1998.

EasyJet's digital media account is also under review. It uses Carat International for its digital planning and buying, with digital creative handled in-house. Go's digital media was handled by Optimedia's interactive arm More Media.

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