How OgilvyOne insights drove traffic for British Airways
Geoffrey PrecourtWarc
One judge of the Jay Chiat Awards for Strategic Excellence had a simple explanation for the success of OgilvyOne's Grand Prix award winner: "The work for British Airways is the perfect example of spotting a crack in the business data and opening it with a wedge of humanity."
At stake: the $2 billion travel market between the US and Asia. And, observed Ed Cotton, chair of the Chiat Awards and director of strategy at Butler, Shine, Stern & Partners in Sausalito, California: "The airline industry had responded...