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
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
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
Mediapolis, which is owned jointly by Y&R and Euro RSCG, handles media
on the London Buses business. Optimedia works on the remaining two