BST-BDDP and Optimedia have triumphed in the centralisation pitch for
London Transport’s fare evasion account after a two-way fight.
The campaign, which is thought to be worth more than pounds 1 million
over the next 12 months, will benefit from discounts on all London
Transport ad sites.
The business came up for grabs earlier this summer when London Transport
decided to pool the fare evasion advertising for London Buses and London
BST, which previously handled the London Underground fare evasion
business, pitched alongside New PHD. Optimedia partnered Harris Kemp,
which had previously produced London Buses’ fare evasion work. Total
Media was the media incumbent for London Buses.
London Transport decided to split the pitch teams and chose BST and
Optimedia to work together on the account.
Charlie Edelman, the ad manager of London Transport, said the agencies
had ‘demonstrated a total understanding of our more complex issues’.
According to Tim Nicholls, a partner at BST, the first advertising will
appear in November.
The Optimedia win comes as its managing director, Simon Mathews,
announced another senior hiring. Peter Mitchell, a media manager at the
direct marketing specialist, Mansfield Lang, joins as a group director.