O&M to give strategic support to Eurotunnel

Eurotunnel, formerly known as Le Shuttle, has appointed Ogilvy & Mather as its strategic communications advisor across Europe after a protracted six-month pitch.

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).



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