bmi baby appoints CBJWT to £3million account

The Drum has learned that following a competitive pitch, low cost airline bmi baby has appointed Manchester's CheethamBell JWT to handle its  UK and European advertising account.

CheethamBell landed the business after pitching against two London agencies and another Manchester agency, thought to be TBWAManchester.

The pitch, which was compiled by marketing intermediary creativebrief, was for the UK and European marketing business which is understood to carry a budget of over £3million.

David Bell, chief executive officer at CBJWT, said: "For a long time, advertising for low-cost airlines has concentrated purely on price.  While we recognise that in a highly competitive market the price message is still important, the joy of flying is conspicuously absent from an airline’s communication. Our new campaign for bmibaby is about to change all that.”

Julian Carr, commercial director, bmi baby, added: “bmi baby is already a great brand, but we need to differentiate ourselves even more in a cluttered environment.

"CBJWT has come up with a great solution that not only builds on what we already have, but doesn’t require any alterations to our existing business model.  We have lots of exciting changes on the way that will not only excite our customers but inspire them to get away.”

Incumbent Euro RSCG did not pitch for the business. Media is planned and bought through PHD.