Eurotunnel chooses Publicis pair for integrated work

LONDON - Two Publicis Groupe agencies have seen off competition from three below- and above-the-line agency pairings to win the integrated Eurotunnel creative account.

The group's below-the-line outfit Publicis Dialogue and its above-the-line agency Publicis landed the business, following a review conducted by Agency Assessments.

Media planning and buying was retained by incumbent OMD, which pitched successfully against MindShare and MediaCom.

The unsuccessful pitching partnerships were Partners BDDH and Partners Andrews Aldridge, Euro RSCG Wnek Gosper and KLP Euro RSCG, and TBWA\GGT, which teamed up with the French TBWA agency Jump France.

Eurotunnel has traditionally relied on direct marketing, using agencies such as Carlson Marketing Group, WWAV Rapp Collins North and KLP, as well as the marketing services company Liquorice.

The company, which operates the Channel Tunnel, wants the two Publicis agencies to help it develop quarterly integrated campaigns to run throughout the year in both the UK and continental Europe. The creative review was originally intended to be completed towards the end of last year, with pitches being held in September.

Earlier this year, the company announced that it had broken even for the first time since the tunnel opened in 1994. Eurotunnel's shuttle service contributed a 6% increase in overall revenues last year.

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