BMP set to land pounds 5m centralised LT

BMP DDB is poised to pick up London Transport’s pounds 5 million creative account after beating four competitors to the last stage of the pitch.

BMP DDB is poised to pick up London Transport’s pounds 5 million

creative account after beating four competitors to the last stage of the

pitch.



The agency is the sole survivor from an original shortlist of five,

beating BST-BDDP, Abbott Mead Vickers BBDO, St Luke’s and Team Saatchi

to a second round of presentations.



London Transport originally intended to call back two agencies to meet

its marketing director, Norman Cohen, and London Buses’ planning and

development director, Richard Smith, at meetings this Wednesday.



London Transport’s advertising manager, Charlie Edelman, confirmed that

only BMP had been asked back, but stressed that a final appointment had

yet to be made.



’We’ve asked BMP to make a second presentation to us, but we haven’t

made a final decision yet,’ Edelman explained.



However, Edelman also stressed that there were no other agencies in the

frame. No-one at BMP was available to comment as Campaign went to

press.



The move signals the end of what is London Transport’s first centralised

advertising review, called earlier this year to bring all work under one

roof (Campaign, 28 March).



The organisation, which runs the capital’s public transport system, has

traditionally kept its different accounts with separate agencies.



Its business was previously split between Young and Rubicam, which

oversaw London Buses; BST-BDDP, which handled London Underground, and

BDDH, which looked after ticketing and fare evasion.



LT’s most recent work, by BST, featured slice-of-life shots of Londoners

and explained how the tube carried them to work.



Meanwhile, LT has also shortlisted five shops for its newly centralised

media account, pitting the incumbents, Optimedia and Med-iapolis,

against John Ayling and Associates, New PHD and Zenith Media.