INTERNATIONAL: Edelman wins pitch for BA/Qantas account

HONG KONG: Edelman PR Worldwide has emerged as the victorious agency in

the battle to handle PR for British Airways and Qantas.

Five agencies fought for the account, which was put out to pitch after

incumbent Hill & Knowlton had to quit because of a conflict of


It was appointed last month to work for Continental Airlines in the


Edelman has a brief to cover crisis and issues management, as well as

proactively promoting the two airlines and any new marketing initiatives

they may undertake.

The reporting structure is complex, with Qantas/BA marketing director

Nadia Stoyle overseeing Edelman's work in Hong Kong. The team also

reports to BA's headquarters in London, and Qantas in Sydney.

John Mullins, Edelman Hong Kong managing director, is ultimately

responsible for the account. But Anna Wan, a senior consultant who

worked on the Qantas account for Edelman Shanghai, will head the

day-to-day work, with two teams handling Qantas and BA separately.

These teams are headed by account directors Sophia Tso and Gary Yu, for

Qantas and BA respectively.

Stoyle described the pitch process as 'quite exhaustive', and said it

was difficult to track down agencies without client conflicts.

'I chose Edelman because three of the team members had direct airline

experience, and spoke both the language of PR and aviation,' she said,

describing the quality of the pitches as 'excellent'.

H&K will officially finish working for BA and Qantas at the end of this


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