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Transport For London (TFL)

TfL opens up creative and media pitch to include London Fire Brigade and Met Police

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By Natalie Mortimer, N/A

July 20, 2015 | 3 min read

Transport for London (TfL) is on the hunt for multiple new agencies to look after its creative and media accounts after combining the two to develop a more innovative communications strategy.

The review, which kicks off tomorrow (20 July) will for the first time cover media planning and buying and creative development for the Greater London Authority (GLA), the capital’s strategic citywide government body that includes the London Fire Brigade, Met Police and London Legacy Corporation.

TfL is reviewing three separate accounts; the first covers media planning and buying for both TfL and GLA, the second for TfL’s creative account and the third for the creative for GLA.

Speaking to The Drum TfL marketing director Chris Macleod, said the combined review will help the transport business and its agencies save both time and money.

“What we are doing is using the opportunity of reviews that we’ve got to do to, bring together some other reviews and just roll the whole thing up because we think that’s probably more useful and interesting for agencies. [It is the] best use of their time and the best use of our time.

“There will be a value for money element in there as well, our reviews are not all about cutting costs but in a public sector environment where costs are important we need to be ensuring that we are getting best value for money.”

The creative review around the GLA will look to integrate different London audiences and Macleod said that TfL will look to see how it can combine messages and insights to look at how “you might talk to Londoners”.

TfL is also in talks with Apple around how it might promote Apple Pay having last week launched across its transport system.

The review comes after rumours surfaced last week that TfL is set to appoint JCDecaux to handle its £500m outdoor ad account, moving away from Clear Channel UK which had looked after more than 30,000 bus shelters and bus-stops in London.

TfL has also combiniled all its advertising estate across London in a single £1bn package that it plans to sell to a media owner able to make it less risk adverse to commercial opportunities.

The tender process is open to agencies that are not currently on the government’s roster.

Any contract awarded will be for a three-year period with the option to extend for a further 12 months.

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