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CrossCountry retains McCann Manchester for creative account

CrossCountry, part of public transport operator the Arriva group, has retained McCann Manchester to handle its creative and planning business.

The agency was originally appointed in 2009 as lead strategic and creative agency, and the reappointment follows a multi-way review.

Louise Blyth from CrossCountry said: “CrossCountry’s rail network has a diverse customer base and McCann demonstrated how they could deliver compelling insights from this base to enable us to create relevant and distinctive communication underpinned by appropriate use of technology to drive both customer retention and growth.”

Prior to the review, McCann developed fully integrated campaigns spanning TV, radio, press, outdoor, CRM and digital for the brand.

McCann Manchester group director Marcus Hadfield said: “We’re thrilled to be re-appointed. We love working with CrossCountry, and we’re relishing the chance to build on work we’ve done together and take things even further.”