New PHD retains pounds 8m London Transport media account

New PHD has held on to London Transport’s pounds 8 million media account following a statutory review.

New PHD has held on to London Transport’s pounds 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 said.



’They didn’t throw out any good ideas but brought some fresh thinking to

bear.’



Nick Horswell, a managing partner of New PHD, said: ’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 was BMP DDB.



All three agencies will face the tough task of developing London

Transport’s image as the Government lays plans for the partial

privatisation of the Underground network.



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