Partners BDDH beats three to scoop pounds 8m LRT account

Partners BDDH has beaten Rainey Kelly Campbell Roalfe/Y&R, Abbott Mead Vickers BBDO and Publicis to win the pounds 8 million London Regional Transport business.

Partners BDDH has beaten Rainey Kelly Campbell Roalfe/Y&R, Abbott

Mead Vickers BBDO and Publicis to win the pounds 8 million London

Regional Transport business.



The incumbent, BMP DDB, did not repitch for the business, which was

called after a statutory three-year period. All existing contracts run

out at the end of March.



The new agency faces a tough task during its three-year tenure on the

account. Factors such as the Government’s plans for part privatisation

of the tube network and the uncertainty surrounding the election of the

London Mayor mean that the strategic tasks for Partners BDDH are

unpredictable.



Nigel Long, the chief executive of Partners BDDH, said: ’We can’t

foresee all the future plans so our strategy has to be flexible.’



Initially, Partners BDDH is expected to combine advertising for London’s

tube and bus services, giving customers an integrated approach.



Charlie Edelman, London Transport’s head of advertising and publicity,

asked only for strategic presentations from agencies.



London Transport’s account was divided between three agencies until

BMP’s appointment three years ago.



Long added: ’It is a large and demanding client.’



London Transport has yet to appoint a media agency but is in the process

of seeing pitches from MediaVest, Motive, Carat and New PHD.



Interfocus recently retained the pounds 3 million below-the-line account

after a pitch against Claydon Heeley, Craik Jones Watson Mitchell and

GGT Direct.



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