First Great Western awards McCann investment brief

First Great Western has appointed McCann London to tell Britons about its investment plans in the coming years.

First Great Western: I'm a Great Westerner by Leith
First Great Western: I'm a Great Westerner by Leith

McCann is tasked with creating outdoor, digital, press and radio campaigns telling customers about the £15 billion being spent to improve First Great Western’s lines, trains and stations.

The brief is a new one and, as such, there is no incumbent. First Great Western’s head of marketing, Philip Edgerton, ran the pitch.

The Interpublic agency was appointed after a competitive pitch against four other agencies.

Less than 48 hours after First Great Western appointed McCann, the company drafted a press ad thanking consumers for their patience and understanding for the delays caused by severe wind and rain.

A spokesman for the rail company said McCann’s appointment does not affect Leith, which has handled First Great Western’s brand advertising since 2010 and is responsible for its 'I’m a Great Westerner' campaign.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).