Partners BDDH has beaten Rainey Kelly Campbell Roalfe/Y&R, Abbott Mead Vickers BBDO and Publicis to win the £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 changes and future plans so our strategy has to be flexible."
Initially, Partners BDDH is expected to combine advertising for London's tube and bus services, presenting an integrated approach to customers.
Charlie Edelman, London Transport's head of advertising and publicity, asked only for strategic presentations from agencies. Long added: "We recognised the positives in the existing strategy but showed how it can be moved on."
London Transport's account was divided between three agencies until BMP's appointment three years ago. Long said: "It is a large and demanding client and it is interesting to be involved as London Transport moves towards a more integrated policy."
London Transport has still to appoint a media agency and is in the process of seeing pitches from MediaVest, Motive, Carat and the incumbent, New PHD.
Interfocus recently retained the £3 million below-the-line account after a pitch against Claydon Heeley, Craik Jones Watson Mitchell and GGT Direct.