Alongside British Airways, Omnicom will also work on the loyalty scheme of its parent company IAG. "Throughout the pitch, we were impressed with Omnicom's industry leading strategic and technological capabilities, digital first approach and strong focus on effectiveness," British Airways director of brand and customer experience Tom Stevens said. "We look forward to working with Omnicom's highly talented teams globally as we emerge from the pandemic and look ahead to our future. I'd like to thank WPP for the successful partnership over the last few years as we transition to the new operating model."