PHD picks up £20m media task to ease London congestion

PHD has won the £20 million Transport for London media

planning and buying account.

The agency will handle media planning and buying across the transport

infrastructure of London, including the London Underground service and


PHD, which has been reappointed to the account, also adds the media for

the planned Congestion Charge to its brief. The mayor of London, Ken

Livingstone, plans to introduce charges for motorists to reduce traffic

levels in the capital.

The shortlist for the pitch included MediaVest, Starcom Motive, OMD and

Manning Gottlieb Media. PHD beat sister Omnicom agency OMD in a final


Transport for London traditionally spends between £8 million and

£9 million a year and is expected to spend at least as much on

publicising the Congestion Charge.

The review was forced because Transport for London had to put its media

account up for pitch when it took responsibility for traffic, which

means it overseeing communications for the congestion charge.

Charlie Edelman, Transport for London's general manager of marketing and

communications, presided over the pitch. A result on the Transport for

London creative and direct marketing pitches is imminent.

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