5 April 2023

EasyJet selects mSix to lead media strategy, planning & buying across EMEA

EasyJet splits EMEA media duties

EasyJet has appointed mSix&Partners and Kepler to handle media planning and buying across the EMEA region.

It is the first time EasyJet has split its media agencies duties in a review process that was managed by ID Comms.

OMD, who has held the European account since 2003, declined to repitch for the business. VCCP is EasyJet’s creative agency partner.

mSix&Partners will lead media strategy, planning and offline media buying, and digital specialist Kepler will lead digital media strategy and investment.

The agencies will work together on media investment for both the easyJet master brand and easyJet holidays across key markets in the UK and Europe.

The remit is part of an easyJet strategy to “improve marketing effectiveness” across key European markets, including the UK, France, Germany, Italy, Portugal, Switzerland and the Netherlands.

Robert Birge, easyJet’s chief customer and marketing officer, who joined the airline last year, said he was “humbled” by the quality of agencies vying for the account, but mSix&Partners and Kepler stood out.

“Their strategic thinking, insight and capability sets are truly world-class, and we look forward to these teams joining our broader marketing team as we continue to reinvent marketing at EasyJet,” he said.

“OMD has been part of easyJet marketing for well over a decade. The agency and the countless people who’ve worked with easyJet have made substantial contributions to easyJet’s growth and have lived our 'orange spirit'. We thank OMD and each person who’s been part of our team over the years.”

In the UK, mSix&Partners has had a good 2022, scoring a seven in its Campaign School Report and growing media billings by 22% to £190m. Its clients include TalkTalk, Toyota, Britvic, Electronic Arts and News Corp. EasyJet will become one of its larger clients in terms of billings.

Aaron Quirk, chief executive EMEA at mSix&Partners, said: “After a really well-run and genuinely enjoyable pitch experience, we couldn’t be happier to become easyJet’s growth partner across Europe. EasyJet is one of the world’s strongest and most distinctive brands, and still has huge potential to engage and serve millions more travellers.”

Kepler is a digital marketing specialist with clients including HSBC, Sanofi, Hasbro and T-Mobile.

Martin Kelly, chief executive EMEA at Kepler, said: "We were inspired by the journey that easyJet is embarking on during this process and are thrilled to be selected. It was clear from the start that the team was looking for a deep partnership to accelerate easyJet's digital marketing program and we are excited that Kepler is the chosen partner to bring this vision to life."

This article first appeared in Campaign Magazine here.