New PHD has held on to London Transport’s pounds 8 million media
account following a statutory review.
London Transport reappointed New PHD following a head-to-head pitch
against MediaVest. Carat and Motive were also involved in the first
round of pitches.
Charlie Edelman, London Transport’s head of advertising and publicity,
said that New PHD had come up with the best overall approach. ’It’s
always difficult for an incumbent to be original, but they handled that
very well,’ Edelman said.
’They didn’t throw out any good ideas but brought some fresh thinking to
Nick Horswell, a managing partner of New PHD, said: ’We are delighted
and relieved to come out the other end of a very rigorous process with
the business and the people intact.’
New PHD’s appointment is the final part of London Transport’s statutory
three-year reappraisal of its advertising services, which kicked off
The below-the-line review ended in January with the appointment of
Interfocus, which was also an incumbent on the account.
The other agencies pitching for the business included Craik Jones,
Claydon Heeley and GGT Direct.
The creative account, however, saw a change of agency with the
appointment of Partners BDDH following a four-way pitch against Rainey
Kelly Campbell Roalfe/ Y&R, Abbott Mead Vickers BBDO and Publicis. The
incumbent was BMP DDB.
All three agencies will face the tough task of developing London
Transport’s image as the Government lays plans for the partial
privatisation of the Underground network.