I know public relations is keen to be recognised as a ’creative
industry’, but Hill and Knowlton New York may have taken it a little far
when they pitched for the British Airways North America account last
They hired a young woman dressed in a generic air stewardess outfit to
show pitch attendants to their seats and serve food and drink during the
pitch itself. Was H&K showing its deep understanding of the airline
Whatever the logic behind the tactic, it didn’t work. While it may bill
itself as the ’world’s favourite airline’, BA is not the world’s most
humorous client. Virgin might have looked upon H&K more favourably.
International communications head Louise Tingstrom, whose role it was to
choose the agency for the brief, was apparently none too impressed by
the charade. She ended up awarding the contract to GCI for both North
America and Europe.
Still, I am sure H&K’s creativity will be put to good use in another