Magazine article Marketing

Air Miles MD Exits in Row over Brand

Magazine article Marketing

Air Miles MD Exits in Row over Brand

Article excerpt

Air Miles managing director Judith Thorne has quit the firm after just five months at the helm. The shock departure has raised serious questions about British Airways' future management of the Air Miles brand.

Thorne, a former marketing director of the BA subsidiary, tendered her resignation last Friday and left the firm immediately. Her departure is understood to have been triggered by a growing uncertainty within Air Miles about its future as an autonomous business.

"I was put in such a position and treated in such a way that I had no choice but to resign," said Thorne. She added that she did not have a job to go to.

BA is believed to be concerned about a growing conflict of interest between Air Miles and the BA Miles brands launched as part of a revamp of BA's Executive Club loyalty scheme earlier in the year (Marketing, July 27). BA is said to be keen to promote a scheme more readily identifiable with the airline brand. …

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