London Transport to centralise pounds 5m advertising

London Transport is centralising its creative advertising and media accounts and has been talking to a number of creative shops in preparation for drawing up a shortlist.

London Transport is centralising its creative advertising and media

accounts and has been talking to a number of creative shops in

preparation for drawing up a shortlist.



The combined business, worth up to pounds 5 million, is divided between

BST-BDDP, Young and Rubicam and BDDH. The three agencies handle the

London Underground, London Buses and ticketing respectively.



London Transport wants to consolidate its branding across all three

areas and create a more coherent advertising campaign.



Charlie Edelman, the advertising manager of London Transport, refused to

comment on the review, but she is thought to have drawn up a list of

agencies with the help of the Advertising Agency Register.



London Transport is talking to small and medium-sized agencies as well

as its roster shops.



A separate media pitch will be held simultaneously, with only the

incumbents on the business, Mediapolis and Optimedia, invited to

pitch.



BST is now running a series of posters on the Underground with

black-and-white photographs that focus on the tube as a familiar part of

everyday life.



Young and Rubicam launched the latest ads in its ’Get about. Get a bus’

campaign for London Buses with a series of posters that contrast bus

travel with the hassle of driving a car. One shows a couple canoodling

on the back seat, and carries the line: ’Drive without due care and

attention.’



Mediapolis, which is owned jointly by Y&R and Euro RSCG, handles media

on the London Buses business. Optimedia works on the remaining two

accounts.