Transport for London kicks off £5m ad review

Transport for London has called a review of its £5 million advertising roster, reigniting a process that it had abandoned last summer.

TfL's ad review is back on
TfL's ad review is back on

The move comes ahead of the 2012 London Olympics and follows Mayor Boris Johnson’s promises to transform transport in the capital despite plans to make £7.6 billion of cuts.

TfL’s review had initially kicked-off in February 2010 but was canned last July amid uncertainty over budgets.

Agency sources said that last week TfL issued a brief to five agencies, including the incumbents M&C Saatchi and WCRS&co.

TfL’s group marketing director Chris MacLeod, who was promoted to the role in April last year, is handling the review, which follows news that the Mayor of London’s office is holding a separate ad review to identify an agency to promote London to tourists.

Upcoming key transport initiatives likely to require advertising support include Johnson’s plans to upgrade three Tube lines, progress on the Crossrail construction and the proposal to extend the TfL cycle hire scheme, which is sponsored by Barclays, to East London.

The creative roster pitch follows the reappointment of MEC to the media business in February.

TfL confirmed the review.