British Airways: On Business

OgilvyOne London

THE TEAM

Emma de la Fosse - Executive Creative Director
Charlie Wilson - Executive Creative Director
James Sexton - Copywriter
Rick Sear - Copywriter
Matt Williams - Art Director
Neal Williamson - Art Director
Brian Sassoon - Planner
Jo Coombs - Business Partner
Andrew Boggs - Account Director
Dominique Bergantino - Business Director

OTHER CONTRIBUTOR

Being - Online banner advertising

WHAT IS WONDERFUL ABOUT THIS WORK?

We knew we couldn't appeal to small businesses by simply telling them we were on their side. We had to prove it. So we made our advertising their advertising and tripled acquisition into BA's On Business programme, acquiring businesses that spend twice as much with BA.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?