Travel brand P&O has confirmed that it is seeking a new lead creative agency.
P&O said the new agency was being sought to implement what the group said was a ‘different’ strategy.
Incumbent agency Designate has been dropped for its failure to have a “strong continental presence”.
“The reasons for change are that our strategy is different going forward and there is a focus on growing our business, as well as the need to consolidate the amount of agencies that we work with to have a more integrated marketing approach,” said Sarah Rosier, P&O head of marketing.
The new agency will have responsibility for direct marketing, digital strategy, data analysis, SEO and creative strategy.
Incumbent agencies Havas, iCrossing and R3 - who work on media, SEO and database respectively -are all unaffected by the review.