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British Airways is inviting advertising agencies to bid for its GBP60m advertising account.

This is the first such bid in a decade, after a 23-year relationship with British advertising executives Maurice and Charles Saatchi. According to the airline the move is a part of its normal procurement policy, but there has been industry speculation that other factors - such as the appointment of a new chief executive - might have contributed, reported Reuters.

The Saatchi brothers' firm M&C Saatchi has been asked to take part in the bidding process, an airline spokesperson said on Tuesday (5 July), adding that the carrier is drawing up a shortlist of four or five firms to join the process.

British Airways hopes to have a new contract in place by autumn, the spokesperson said.