Following a four-way competitive pitch, South African Airlines (SAA) has awarded its digital buying media account to UM London.

UM already provides media planning services for the South African Tourist Board, giving the agency a definite advantage over its competitors. “A collaboration between a tourist board and an airline offers clear opportunities to understand the entire consumer journey,” said Jon Danks, head UK and Ireland marketing and communications for SAA. “And UM London’s ideas and overall approach was a clear winner. Digital and social marketing require an integrated approach, agility, refinement and a clear retargeting strategy.”

Pete Skarparis, planning manager at UM London said “Our existing expertise working with a client from this region in the holiday and travel sectors put us in a strong position. We very much look forward to a close working relationship.”

UM London will work alongside SAA’s existing agencies including Street Designs (creative) and Beeliked (social).