Transport for London
The year has been marked out by digital innovation for Macleod. He oversaw the marketing for the launch of contactless payment on the Tube in September. This was preceded by the roll-out of a new TfL website, which adheres to a mobile-first strategy. TfL has enjoyed continuous growth in its social-media activity; its Twitter following has leapt to 1.7m over the past two years. Macleod has also sought to promote the benefits of offpeak travel. The year was rounded off nicely for him with a Gold at the 2014 IPA Effectiveness Awards for its ‘Get ahead of the Games’ campaign, which was credited with preventing the capital’s transport from grinding to a halt during the 2012 Olympics. The work also won the Channon Prize for Best New Learning at the same awards ceremony.