New PHD holds London Transport's £8m media

– New PHD has held on to London Transport's £8 million media account, following a statutory review.

– New PHD has held on to London Transport's £8 million media account, following a statutory review.

London Transport reappointed New PHD following a head-to-head pitch against MediaVest. Carat and Motive were also involved in the first round of pitches.

Charlie Edelman, London Transport's head of advertising and publicity, said that New PHD had come up with the best overall approach. "It's always difficult for an incumbent to be original, but they handled that very well," Edelman commented. "They didn't throw out any good ideas but brought some fresh thinking to bear."

Nick Horswell, a managing partner of New PHD, said of the retained business: "We are delighted and relieved to come out the other end of a very rigorous process with the business and the people intact."

New PHD's appointment is the final part of London Transport's statutory three-year reappraisal of its advertising services which kicked off last August.

The below-the-line review ended in January with the appointment of Interfocus, which was also an incumbent on the account. The other agencies pitching for the business included Craik Jones, Claydon Heeley and GGT Direct.

The creative account however, saw a change of agency, with the appointment of Partners BDDH following a four way pitch against Rainey Kelly Campbell Roalfe/Y&R, Abbott Mead Vickers BBDO and Publicis. The incumbent on the account was BMP DDB.

All three agencies will face the tough task of developing London Transport's image as the government plans for the partial privatisation of the tube network.

London Transport's new agency roster takes up the reins of the account at the end of this month.


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