Great Western Railways has ap-pointed Leo Burnett to build the brand in the wake of privatisation.
The agency saw off pitches from Grey London, Duckworth Finn Grubb Waters and K Advertising as part of a statutory review. The account was previously held by Grey Advertising and is worth about 1m.
Leo Burnett, which was not available for comment, will focus on GWR as a brand in its own right rather than as part of the UK’s rail network.
Marketing manager John McCallion says: “Leo Burnett will create a brand-building and revenue-generating campaign.”
Poster, press and radio advertising is expected to break in the summer to promote GWR’s leisure services and will be followed in the autumn by further work which will highlight the company’s business services.
Leo Burnett will also create a campaign for some new services from GWR to be launched in September, although the details are still under wraps.