British Airways has announced marketing and consultancy company SapientNitro has been appointed the airline’s global digital agency for its creative technology and social media activities.

SapientNitro will support the in-house team with BA.com, mobile, creative technology and social media. The geographic focus will be on the key markets of the UK, US, China, India and mainland Europe.

Sara Dunham, British Airways’ head of marketing, retail and direct, said: “We are confident that SapientNitro will offer us great ideas, insight, the ability to apply strategy practically, a strong reputation in the industry and a good fit with the British Airways brand. We’re really looking forward to working with them.”

Central to British Airways’ approach is the recognition that the ways in which consumers experience brands and their services are changing and coming together. SapientNitro will work to define and develop a digital experience that connects British Airways’ customers across multiple platforms and developing tools and technologies that engage and inspire travellers.

Nigel Vaz, senior vice president and European managing director of SapientNitro, said: “We are excited to be working with British Airways in its industry-changing bid to reinvent the traveller’s experience with the pioneering use of multiple digital platforms. Together, we are committed to breaking boundaries at the intersection of technology and story, to give the British Airways brand an ever-greater relevance in the lives of connected consumers.”

SapientNitro will work with other British Airways agencies including fellow Publicis  Groupe agency, BBH for communications and creative work and Carat/iProspect for media planning and buying.

Following a hand-over, SapientNitro will begin working for British Airways by July 2015.