In August Campaign reported British Airways was looking for an agency to manage analytics for its CRM programme without an intermediary.
Milk, the customer strategy agency, is the incumbent on the account, which will be transferred to Creston Unlimited and Aquila Insight on 1 December.
Creston Unlimited will manage the CRM strategy, while Aquila will work alongside the airline’s analytics team.
Bartle Bogle Hegarty has looked after British Airways’ above-the-line advertising and customer loyalty business since March 2014, while Carat handles the airlines' media planning and buying.
Sara Dunham, the head of marketing, retail and direct, at British Airways, said: "CRM is critical to differentiating British Airways for our customers and engaging effectively with them.
"It enables us to place them at the heart of our marketing by delivering messages that are relevant and personal.
"We believe that the best way to deliver that personalised approach is to have data planners and analysts working hand-in-hand with CRM strategists.
"Creston Unlimited and Aquila provided us with a solution that delivered exactly that and played to both their strengths."