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.