Diary: BA grounds H&K’s take-off pitching creativity

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 month.

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

month.



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

industry?



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

pitch soon.



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