IAG

Chris Brown, Head of Marketing and Customer Experience

Superunion *Lead Agency

Paul Cardwell, Executive Creative Director
Marta Swannie, Creative Director
Natalie Munro, Client Director
Veb Anand, Executive Strategy Director
Mark Diamond, Strategy Director
Mark Smith, Design Director
Peter Hollstein, Senior Designer
Alex Clegg, CEO, UK
John Shaw, Chief Strategy and Innovation Officer

Ogilvy & Mather London

IAG’s entry into the competitive long-haul low cost airline market performed far better than projections, leading to rapid expansion into new routes. The secret of its success was a new brand, Level, that combined desirability with value in a fresh way that would not feel like another airline. All launch elements were designed to work together in a mobile-led environment and punch hard on a tight budget. To its young audience Level represents a ‘right’ to do something important – travel stylishly in search of great experiences in distant places.