Following a competitive pitch by International Airlines Group (IAG), both British Airways and Iberia are delighted to announce Carat as its new global media partner, which will take effect from October and November respectively.

Carat, part of Aegis Media, will manage both airlines' global media planning and buying - with separate teams working on each account independently.

British Airways head of marketing, Abigail Comber, said: "We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.

"We would also like to take the opportunity to thank Zenith Optimedia, Kinetic and Neo@Ogilvy who have made a huge contribution to our business to date."

Iberia's head of Marketing, Carolina Martinoli, said: "We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia's brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead."

"We're very grateful for the work our current media agency, Initiative, has done in the last seven years".

Carat will join British Airways' agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current 'To Fly. To Serve.' campaign.

Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.

Nigel Morris, CEO of Aegis Media Americas and EMEA, said: "We are excited and proud to be appointed by IAG to work with British Airways and Iberia - two outstanding airlines and iconic brands.

"With Carat leading, supported by iProspect, Posterscope and D2D, we set out a truly integrated vision, an approach we think is critical in a globally convergent world. British Airways, Iberia and IAG have a clarity of vision and purpose that is creating real momentum and our team are totally focused on delivering real business success."

Part of Aegis Media, owned by Dentsu Inc., Carat is the world's leading independent media communications specialist and the market-leader in digital and diversified media solutions.

IAG is the parent company of British Airways, Iberia and Vueling.

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August 15, 2013
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For further information, please contact:

  • British Airways on 0208 738 5100 or sophia.procter@ba.com
  • Iberia Press Office on +34 91587 7205 or media@iberia.es
  • Carat Press Office on +7876 881835 or noel.bussey@carat.com

About Aegis Media:

Carat is the world's leading independent media communications specialist and a market leader in digital and diversified media solutions. Part of Aegis Media, Carat was established in 1968 as the world's first media agency. Aegis Media is a leading, global media and digital communications specialist whose vision is toReinvent the Way Brands are Built. Through its global network brands ofCarat,Vizeum,Isobar,iProspect,Posterscope, and specialist agencies including Data2 Decisions, Aegis Media helps clients reach their consumers and achieve their goals through communications services that include digital creative execution, media planning and buying, brand tracking, social media activation and marketing analytics. Aegis Media is owned by Dentsu Inc. and its operations worldwide are overseen by Dentsu Aegis Network Ltd., a governance body headquartered in London.www.aegismedia.com.

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