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.

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