[London] British Airways, Maurice and Charles Saatchi's most loyal client, has put its $110 million global creative account up for review after 23 years with the brothers at two different Saatchi agencies. The U.K.'s advertiser association ISBA is acting as the search consultant handling the pitch and has drawn up a long list of 10 agencies, including M&C Saatchi, to be narrowed to four for the September pitch. BA's commercial director, Martin George, said, "We will review our global advertising to ensure it meets the needs of our changing business and that we manage our worldwide account in the most effective way."BA was one of the first clients to follow the Saatchi brothers from Saatchi & Saatchi
to their startup M&C Saatchi in 1995. They pitched against three agencies-their former shop, Bartle Bogle Hegarty
and J.Walter Thompson-for the account and are likely to face the same contenders and more in the current pitch. Media, handled by ZenithOptimedia, isn't part of the review.