New PHD picks up London Transport media

New PHD has scooped London Transport’s newly centralised pounds 5 million media planning and buying account following a competitive pitch against the incumbents, Optimedia and Mediapolis, as well as John Ayling and Associates and Zenith Media.

New PHD has scooped London Transport’s newly centralised pounds 5

million media planning and buying account following a competitive pitch

against the incumbents, Optimedia and Mediapolis, as well as John Ayling

and Associates and Zenith Media.



The news comes two weeks after the creative work on the account was

awarded to BMP DDB. BMP beat off Abbott Mead Vickers BBDO, BST-BDDP, St

Luke’s and Team Saatchi to clinch the business (Campaign, 9 May).



The appointment of BMP and New PHD signals the end of London Transport’s

first centralised advertising review, called earlier this year and

designed to bring all its work under one roof (Campaign, 28 March).



London Transport has traditionally split the various parts of its

business between different agencies. Mediapolis and Young and Rubicam

were responsible for planning and buying on London Buses, while

Optimedia looked after ticketing, fare evasion and London Underground.

Creative work was handled by BDDH and BST-BDDP.



Together with BMP, New PHD has been briefed to come up with a strategy

to consolidate branding and create a more coherent advertising

campaign.



London Transport’s most recent work, by BST, featured shots of Londoners

and explained how the tube carried them around the capital.



Neither Norman Cohen, London Transport’s marketing director, nor Nick

Horswell, managing partner at New PHD, was available for comment as

Campaign went to press.