M&C picks up East Midlands Trains

M&C Saatchi has won the advertising account for East Midlands Trains after a three-way pitch against VCCP and Delaney Lund Knox Warren & Partners.

The agency is in final contract negotiations with EMT's parent company, Stagecoach, and will be formally appointed to the account in the next few days.

It will handle all advertising duties for the train company, which plans to boost its adspend following its successful bid for the Midland Mainline and Central Trains franchises in November last year.

The company now runs all mainline services out of St Pancras International, regional services in the East Midlands area and inter-regional services between Liverpool and Norwich.

Marc Turley, the head of marketing for East Midlands Trains, said: "M&C Saatchi offered us innovative and creative ideas along with a solid strategic plan."

Tim Duffy, the chief executive of M&C Saatchi, said: "It is an exciting time in the brand's development and we are very excited about the opportunity to help take it on to the next stage."