London Transport set to review pounds 7m ad brief

Transport For London is launching a review of its through-the-line

advertising arrangements, less than 18 months after appointing Partners

BDDH to its pounds 7 million account.

The review will also put the media planning and buying account, held by

New PHD, and the below-the-line business, handled by Interfocus, up for

pitch. Both agencies had successfully retained the business after

pitches last year.

Interfocus beat off Craik Jones Watson Mitchell Voekel, Claydon Heeley

Jones Mason and TBWA/GGT Direct in January, while New PHD beat off

MediaVest, Motive and Carat later in the year.

Partners BDDH was awarded a three-year contract after beating Rainey

Kelly Campbell Roalfe/Y&R, Abbott Mead Vickers BBDO and Publicis in a

pitch last February.

Transport For London's head of advertising and publicity, Charlie

Edelman, said the early review was the result of new European Union

directives and not because of any dissatisfaction with the agency's


"We have to re-tender our account to ensure that we comply with new

guidelines and regulations," she said.

Transport For London's responsibilities include street management, the

public carriage office and London buses. The organisation does not

control the London Underground.

However, Edelman stressed that marketing for the tube was still arranged

by the body.

Edelman added that the Transport For London review would supersede a

tender notice issued by London Underground last week, which asked

agencies to submit credentials for a range of marketing tasks.

About 2.5 million passengers use the London Underground each day. The

tube operator employs 16,000 people and generates about pounds 7 billion

in annual revenue.

The tube operator's image has been dented recently by a series of

strikes by train operators citing concerns over tube safety.