NEWS: BST-BDDP to create fare evasion ads in Optimedia link-up

BST-BDDP and Optimedia have triumphed in the centralisation pitch for London Transport’s fare evasion account after a two-way fight.

BST-BDDP and Optimedia have triumphed in the centralisation pitch for

London Transport’s fare evasion account after a two-way fight.



The campaign, which is thought to be worth more than pounds 1 million

over the next 12 months, will benefit from discounts on all London

Transport ad sites.



The business came up for grabs earlier this summer when London Transport

decided to pool the fare evasion advertising for London Buses and London

Underground.



BST, which previously handled the London Underground fare evasion

business, pitched alongside New PHD. Optimedia partnered Harris Kemp,

which had previously produced London Buses’ fare evasion work. Total

Media was the media incumbent for London Buses.



London Transport decided to split the pitch teams and chose BST and

Optimedia to work together on the account.



Charlie Edelman, the ad manager of London Transport, said the agencies

had ‘demonstrated a total understanding of our more complex issues’.



According to Tim Nicholls, a partner at BST, the first advertising will

appear in November.



The Optimedia win comes as its managing director, Simon Mathews,

announced another senior hiring. Peter Mitchell, a media manager at the

direct marketing specialist, Mansfield Lang, joins as a group director.



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