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
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.