TfL calls ad review to ‘meet future challenges and ensure best value’

It’s understood VCCP compete to hold on to the business / TfL

Transport for London (TfL) has called a statutory review of its creative business, seeking an agency for marketing and behaviour change projects.

The transport network currently works with VCCP, which was appointed to the account in 2016. Prior to that, M&C Saatchi held the business for 15 years.

VCCP will compete to hold on to the business, with a winner set to be announced in spring 2020.

The tender for the through-the-line account has already been issued by TfL with the process being handled by AAR. The three-year brief will include cinema and radio advertising, social media, print design and below the line work.

“As the role of marketing continues to evolve, and as we become more commercially focused, we are taking this opportunity to ensure that we have the best arrangements in place to meet future challenges and ensure best value,” explained Miranda Leedham, head of customer marketing and behaviour change for the transport body.

VCCP’s work for TfL in the past few years has included promotional materials for the long-delayed Elizabeth Line, its ‘Ultra Low Emission Zone’, which focused on the poor quality of London’s air, and ‘Every Report Builds a Picture’ which sought to encourage people to report unwanted sexual behaviour on public transport.

"We are incredibly proud of the work we have produced with the TfL team and I can confirm we will be participating in the statutory review," a VCCP spokesperson said.

Across its own $1bn advertising network, TfL has been heavily investing in tech designed to bolster its appeal among brands.

It recently introduced Wi-Fi tracking to help clients improve their advertising and launched digital screens with OOH partner Exterion to give clients like Disney a "stand-out" creative canvas through which to engage London commuters.

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