LT widens agency hunt as discussions founder

London Transport is believed to have opened up its search for a centralised media buying agency after talks with its two incumbent media buyers proved inconclusive.

At present, media buying across the company’s three accounts covering fare evasion, London Buses and London Underground is split be-tween Mediapolis and Optimedia.

Both are believed to remain in the frame on an extended pitch list involving up to three rival agencies.

Charlie Edelman, advertising manager at London Underground, was not available for comment on the company’s decision to widen the pitchlist for a media buying agency.

Moves to centralise media buying parallel plans to end a three way split in London Transport’s creative business. The combined total value of the business is estimated to be 5m.

Currently BST.BDDP, Young & Rubicam and BDDH handle creative work across London Transport’s accounts.

Abbott Mead Vickers.BBDO, BMP DDB, BST.BDDP, Team Saatchi and St Luke’s have been shortlisted to handle the centralised creative account (MW April 10).

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