Eurotunnel, formerly known as Le Shuttle, has appointed Ogilvy &
Mather as its strategic communications advisor across Europe after a
protracted six-month pitch.
O&M won the business in a final pitch against TBWA GGT Simons Palmer,
Bates Dorland and Leo Burnett. This is the first time Eurotunnel has
aligned all of its communications and marketing activities into one
agency. The move follows the change of branding from Le Shuttle to
Eurotunnel in May.
The Le Shuttle account was previously handled in the UK by GGT, which
has since merged with TBWA, and on the Continent by DDB Paris.
O&M’s first task will be to provide Eurotunnel with a review of its past
corporate and consumer activities. The agency will then offer
recommendations for the future promotion of the Eurotunnel brand across
the UK, France, Germany, the Netherlands and Belgium. The project is
estimated to be worth pounds 25 million.
Bill Dix, Eurotunnel Shuttle Services managing director, said: ’We chose
O&M because it came across to us as the McKinsey of communications. We
were not looking specifically for an advertising agency but a partner
who could work on the strategic direction of the business and also
deliver results in all markets and across all disciplines.’
Richard Pinder, O&M London’s managing director, who led the pitch in
conjunction with O&M Paris, said: ’Eurotunnel is a fabulous product. Our
task will be to advise on how to turn it into a fabulous brand through
the line, across borders.’
Eurotunnel kicked off a review of its business in February with a brief
to agencies to present a more unified approach to its brand on both
sides of the Channel (Campaign, 13 February).