LONDON — British Airways has retained Grayling as its lead global PR agency, after concluding a series of reviews of its worldwide agency relationships.

Earlier this month, the Holmes Report revealed that the airline had chosen to keep Grayling in Asia-Pacific and Action Global in the Middle East and Central Asia, following a competitive review.

The latest development sees Grayling also retain duties for Europe for another two years, with an optional one-year extension possible. The firm's brief involves consumer engagement, issues management and crisis preparedness, strategic communications counsel and the co-ordination of the international network.

"After two years it was right that we reviewed our arrangements in both regions and Grayling’s response to our challenge was outstanding," said Helena Flynn, British Airways’ head of PR for Europe, Africa and Asia Pacific. 

"Far from resting on their laurels they took a fresh approach and actually challenged us in a number of key areas. Grayling’s re-appointment was by no means a fait accompli – they earned it.”

Grayling has overseen Europe and Asia-Pacific since British Airways parted ways with one-year incumbent FleishmanHillard four years ago.

“The world has moved on since we were first appointed three years ago – and so has British Airways," said Grayling global CEO Pete Pedersen. "Our data-driven approach enabled us to approach this brief in a fresh new way, with new thinking and multi-channel activations ideas fit for the airline’s future journey."