OMD beats Carat to EasyJet's £30m media business

LONDON - Low-cost airline EasyJet has handed its £30m media planning and buying account to OMD, following a shootout with Carat International.

The review was called in October following the airline's takeover of rival no-frills carrier Go. It told agencies that it would terminate its contracts with them from March 31 this year.

The EasyJet account was split betweeen Feather Brooksbank and BBJ Media, owned by Aegis, while Go's media account was held by Optimedia.

The company drew up a shortlist in January comprising Carat International, ZenithOptimedia, MediaCom and OMD.

EasyJet acquired Go in May last year for £374m and gradually phased out the Go brand and website, forcing customers to book all flights through EasyJet.

The pitch was being overseen by EasyJet sales and marketing director David Magliano.

Last year, EasyJet said it would move its advertising in-house once the Go brand was axed. Go's advertising had been handled by HHCL & Partners since its launch in 1998.

With the media review concluded all that is left to decide is EasyJet's digital media account, which is still under review. EasyJet 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.

EasyJet is facing legal action from footballer David Beckham after it used a picture of him sporting his latest hairstyle, since dropped, in an ad campaign without his permission. Beckham is understood to be demanding a £10,000 donation to the NSPCC for using the picture of his braided hair.

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