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National Express

National Express to change advertising strategy with appointment of McCann Erickson

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By The Drum Team, Editorial

September 26, 2011 | 1 min read

National Express has appointed McCann Erickson to its £5million+ coach business advertising account.

The appointment will herald a change of advertising strategy by the company, which has previously only used mostly tactical price messages to promote its coach services. Future advertising will focus on the service and value that National Express offers, targeting key demographics ‘through the development of detailed customer understanding’.

Susanna Holdsworth, head of marketing at National Express, said: “McCann Erickson demonstrated they understand our business and its objectives, and proposed excellent ideas and strategic thinking that will help National Express to successfully engage with our core audiences.”

John Sanders, managing director at McCann Erickson, said: “Our appointment by National Express highlights once again our ability to win high profile clients against significant competition.

“We demonstrated a fully integrated approach to National Express’ advertising, which is one of our key strengths.

“We’re really excited to be working with such an iconic national brand and look forward to working closely with the National Express team.”

National Express

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McCann Erickson Birmingham

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