Le Shuttle seeks a strategic shop

GGT is facing a threat to its pounds 6 million UK Le Shuttle business as the brand’s Eurotunnel parent seeks a ’strategic’ marketing partner to help present a more unified approach to its brand on both sides of the Channel.

GGT is facing a threat to its pounds 6 million UK Le Shuttle

business as the brand’s Eurotunnel parent seeks a ’strategic’ marketing

partner to help present a more unified approach to its brand on both

sides of the Channel.



Le Shuttle’s above-the-line spend is divided between GGT in the UK and

DDB Paris on the Continent, while it also has contracts with up to 13

other suppliers, including TMD Carat, its UK media buyer. Most of these

contracts come up for review over the next 12 months.



Mike Elms, purchasing manager for Eurotunnel, said he was looking for an

organisation that could demonstrate experience in the UK, Germany,

France and Belgium. The successful shop will help devise an

international marketing strategy and, if appropriate, help implement

both above- and below-the-line advertising.



’The agency we’re looking for will get involved at a strategic level to

decide the best advertising to adopt,’ he said. ’We’re calling it the

’angel on the shoulder’ approach.’ The shop may create the advertising

as well as the strategy. ’As long as it can operate with two hats on,

we’re not going to be opposed to that,’ Elms said.



Gibory, the French arm of the UK’s Advertising Agency Register, helped

Elms prepare a prequalification questionnaire which will be sent out to

suitable agencies that have replied to an invitation to tender published

in OJEC, the journal of the European Commission. This closed on

Wednesday for a contract of up to three years as from 1 April 1998.



BST-BDDP, which merged with GGT, won Le Shuttle’s claimed pounds 10

million UK account in April 1996 after a pitch against the incumbent,

BMP DDB.



A spokesman for GGT declined to comment on whether it would pitch for

the European role.



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