J. Walter Thompson has beaten Bates Dorland to the pounds 8 million
account created by a joint venture between Stena Line and P&O European
JWT was awarded the full-service business this week, eight months after
the company - called P&O Stena Line - announced that it planned to
appoint an agency.
The company is being created to cut operating costs on the Dover-Calais
route in the face of competition from the Channel Tunnel.
JWT handles Stena’s advertising while Dorlands oversees P&O, previously
worth pounds 9 million and pounds 7.5 million respectively, according to
AC Nielsen MEAL. Media planning and buying on the new account will be
JWT’s win will not affect advertising arrangements on other routes such
as Portsmouth to Le Havre and the Irish Sea crossings, which will
continue to be serviced by the individual agencies. However,
traditionally these routes have commanded little marketing support, so
the move strips Dorlands of most of its P&O business.
The decision to appoint JWT was taken by the company’s marketing
director, John Govett, who was previously the marketing director for
Stena. He is understood to have viewed proposals from both agencies.
JWT’s first work for the brand is expected to appear in the spring when
the company is likely to launch. Work is already understood to be
underway to rebrand P&O Stena Line’s ships and organisation. Neither
agency was available for comment as Campaign went to press.
P&O and Stena announced their intention to form the joint venture
company last October but were prevented from finalising the deal after
the Monopolies and Mergers Commission announced an inquiry. The deal was
finally given the green light by the Department of Trade and Industry