JWT beats Bates to pounds 8m P&O Stena

J. Walter Thompson has beaten Bates Dorland to the pounds 8 million account created by a joint venture between Stena Line and P&O European Ferries.

J. Walter Thompson has beaten Bates Dorland to the pounds 8 million

account created by a joint venture between Stena Line and P&O European

Ferries.



JWT was awarded the full-service business this week, eight months after

the company - called P&O Stena Line - announced that it planned to

appoint an agency.



The company is being created to cut operating costs on the Dover-Calais

route in the face of competition from the Channel Tunnel.



JWT handles Stena’s advertising while Dorlands oversees P&O, previously

worth pounds 9 million and pounds 7.5 million respectively, according to

AC Nielsen MEAL. Media planning and buying on the new account will be

through MindShare.



JWT’s win will not affect advertising arrangements on other routes such

as Portsmouth to Le Havre and the Irish Sea crossings, which will

continue to be serviced by the individual agencies. However,

traditionally these routes have commanded little marketing support, so

the move strips Dorlands of most of its P&O business.



The decision to appoint JWT was taken by the company’s marketing

director, John Govett, who was previously the marketing director for

Stena. He is understood to have viewed proposals from both agencies.



JWT’s first work for the brand is expected to appear in the spring when

the company is likely to launch. Work is already understood to be

underway to rebrand P&O Stena Line’s ships and organisation. Neither

agency was available for comment as Campaign went to press.



P&O and Stena announced their intention to form the joint venture

company last October but were prevented from finalising the deal after

the Monopolies and Mergers Commission announced an inquiry. The deal was

finally given the green light by the Department of Trade and Industry

last month.



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