WestJet picks Touche! as media AOR

The airline aims to put the agency's data and tech capabilities to work on an insights-driven, digital-first media strategy.

Touche! is flying high after being named WestJet’s new media planning and buying agency of record.

The Omnicom Media Group agency was selected following a six-month review process. Onboarding of the new account has already begun, with the agency’s first work expected to be in market before the end of the quarter.

Samantha Kelley, managing director of strategy at Touché!, credits three factors for the win: a history of collaboration with WestJet’s creative agency Rethink, category experience in travel, and – most importantly – the agency’s growing data and technology capabilities.

Vasilios Douros, head of regional and performance marketing at WestJet, adds that the airline was excited to “breathe new life” into its digital-first media strategy.

“Aviation is an industry that has seen a lot of disruption over the past two years, and our business needs have changed,” he says. “As a result, a deeper understanding of our guest’s needs and purchasing behaviours have become imperative. Being data, technology and insights-driven will be the key in forging this new path, while making our media dollars work as hard as possible.”

The new selection ends a long-time relationship with Media Experts, which has been handling media duties for the airline since 2005.

Featured image by Acefitt.