The £2 million account was previously held by TBWA\London, but has lain dormant since TBWA was knocked off TfL's roster in April this year.
WCRS will be tasked to create a TV and press campaign designed to deter women in London from getting into unlicensed mini-cabs. The work is likely to air in the run-up to Christmas, when more Londoners will need to get home late at night.
WCRS won a place on the TfL roster earlier this year after a pitch including Abbott Mead Vickers BBDO, Mother and M&C Saatchi. The agency currently handles a project to publicise the extension of the Congestion Charging zone. M&C Saatchi holds the bulk of the £7 million TfL account.
Nigel Marsen, the TfL head of group marketing, denied a final decision had been made.
- Close-Up, page 18.