british airwaysGrayling has staved off a challenge to its hold on British Airways' PR business, which covers the UK’s flagship carrier’s operations in nearly 40 European and Asian markets.

BA’s PR for European, Asia-Pacific and Africa, said after a two-year run it was right review Grayling’s work, but the Huntsworth unit’s ever-fresh approach to communications earned a two-year renewal plus an option year.

Grayling CEO Pete Pedersen believes its data-driven PR campaign and multi-channel activations is the way for BA to thrive in the marketplace.

The shop handles consumer PR, strategic communications, issues management and crisis preparedness.