Four agencies to pitch for GLA recycle brief

The Greater London Authority is reviewing its Recycle For London business and has invited four agencies to pitch.

Nitro, Drugstore, Beattie McGuinness Bungay and Spirit will compete. The incumbent, Team Saatchi, did not repitch. The pitch process is being led by the GLA's head of marketing, Jayne Whitton.

The GLA has briefed agencies to create a new expression for recycling in the capital, one that extends Team Saatchi's "Let's Recycle More" idea.

Whitton said that the new campaign is designed to bring about "habitual change" because many Londoners are now aware of the possibilities of recycling their household rubbish. The campaign will encompass both press and poster activity.

Recycle For London's media agency, Mediaedge:cia, is unaffected by the review process.

However, Whitton said the media spend has been cut from £1.5 million to £800,000, due to a cut in central funding. She added that the appointment of a creative agency was "imminent".

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