Safe to assume that OgilvyOne is worrying that the adland myth, win awards – lose client, is proving itself true again. BA is reviewing its global digital account.

Last year, OgilvyOne won the Direct Grand Prix at Cannes for BA Magic of Flying; four Gold Creative Circle awards – two in the best use of Outdoor, one in best use of Digital and one in best use of Innovation/New Technology; two Gold Campaign Awards – one in Interactive and the other in Outdoor; a Grand CLIO in Innovative Media and another in Out of Home, an In Book award in Digital Marketing at D&AD and an Honorable Mention in Regional strategy at the 4A’s Jay Chiat Awards for Strategic Excellence.

OgilvyOne has stated that it will re-pitch for the business.

OgilvyOne won the digital business in March 2012 following a pitch against SapientNitro. Until then, the digital account had been held by TBWA\London’s sister agency, Being.

It already handled BA’s customer engagement business then but lost BA’s below-the-line and loyalty marketing business in 2014 to Bogle Bartle Hegarty, BA’s creative agency of nine years who also picked up the direct business.

OgilvyOne had created a new division, called 12th Floor, to manage the business, taking on board agencies eCommera, Imano, Ravensbourne College and Decision Technology. Its work included redesigning the BA app to facilitate bookings and developing the Happiness Blanket, that uses neuro-sensors to find out how passengers sleep and measure feelings of wellbeing in the air to help shape services such as timing of meals, types of films shown and seat positions.