Chime offshoot AMD Advertising has won the pounds 5 million creative account for the rail company GNER, and is charged with developing the long-term positioning for the brand.
The agency pitched against J. Walter Thompson, WCRS, Team Saatchi, The Union and the incumbent Charles Walls to win both the above- and below-the-line account.
GNER is also looking for an agency to manage its loyalty scheme, a piece of business AMD has said it will pursue.
AMD Media has picked up the media planning and buying for the rail company.
Previously this was shared between Charles Walls, MediaVest Manchester and Court Burkitt.
AMD's chief executive, Adrian Coleman, said: 'We are delighted to be working on such a high profile and exciting business as GNER. The company constantly comes top of its class in the way it treats its passengers and runs its railway. We look forward to ensuring that its communication is also of the highest quality.'
He said creative work, due to break this spring, would focus on the 'reality' of train travel, rather than the 'spin' promoted by rival rail companies. Promotional activity will begin by the end of February.
'Obviously, a major part of the brief is to get people using the train again, so we'll be focusing on the tangible benefits of choosing GNER,' Coleman added.
GNER's marketing and sales director, Lysanne McCallion, said: 'We look forward to working with AMD. It offered us challenging and fresh creative work, as well as excellent strategic thinking.'