British Airways has appointed Uncommon Creative Studio as its global creative agency following a four-way competitive pitch.
The account was previously split across several shops. Consolidation gives BA a single creative custodian for a brand platform it has struggled to land consistently since "To fly. To serve."
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Uncommon has a strong record turning heritage brands into modern, emotionally-led campaigns. The question is whether an airline's operational realities (delays, pricing, loyalty changes) leave enough room for the kind of work Uncommon is known for.