The airline has issued RFIs to a range of creative agencies in the UK. It is not using an intermediary. At the time of going to press, there had been no chemistry meetings.
The RFI says British Airways is "exploring the market capability" for customer analytics of its CRM programmes. Specifically, the airline is searching for an agency that can look after campaign analysis, segmentation, opportunity identification, modelling, data strategy and CRM strategy support.
The customer strategy agency Milk is the incumbent on the account. Milk was part of M&C Saatchi until March.
Bartle Bogle Hegarty has looked after British Airways’ above-the-line advertising and customer loyalty business since March 2014.
A British Airways spokeswoman said: "It’s important and right for us to review the marketplace… We need to ensure that we have the best solution in place for our business and our customers."