East Coast appoints Beattie McGuinness Bungay to £7m ad account
Train operator East Coast has announced the appointment of Beattie McGuinness Bungay to handle its £7m advertising account, following a pitch featuring three agencies, including Fallon.
The account was tendered through a full OJEU process, which saw 29 agencies submitting a pre-qualification questionnaire.
East Coast head of marketing Natalie Cowen said: “The ‘Welcome to…’ campaign has been very successful and contributed significantly to increased passenger numbers on our trains, which rose by 2.1 per cent year on year to 18.9 million in 2011-12. We were looking to build on this success and needed an agency that shared our strong vision, alongside a real passion for our business.
“We took two agencies – BMB and Fallon – to a final stage, researching the work amongst our leisure and business travellers. Throughout this process, BMB set out a bold and exciting proposition, which impressed our customer groups as much as us.”
The brief was for a powerful creative idea that would attract new customers by bringing depth and meaning to East Coast’s brand values.
Andrew McGuinness, founding partner at BMB said: “East Coast is a brand we feel great affinity with - we travel frequently with them to McCain and Taylors of Harrogate, and we're already enthusiastic customers.
“It’s great to meet the people behind the brand, find an uncannily similar working spirit to ours, and then get the chance to take a great business forward. We can’t wait to launch the campaign.”
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