TfL is about to start approaching agencies with the brief, which includes street management, the Public Carriage Office, congestion charging and London buses. While it does not control London Underground, TfL also handles marketing for the Tube.
M&C Saatchi has worked on the business for the past four years. One of its current campaigns focuses on teenage road safety using the line: "Don't die before you've lived." Other high-profile TV campaigns have encouraged Londoners to take the bus and Tube.
Chris Townsend, TfL's director of group marketing, will be handling the pitch, but was unavailable for comment.