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
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
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.