Ogilvy & Mather has been appointed strategic communications advisor to Eurotunnel across Europe, putting it in pole position to win through-the-line business worth more than 10m.
O&M pitched against TBWA, Bates Dorland and Leo Burnett. The agency is expected to spend several months assessing the Eurotunnel brand and providing recommendations on future strategy.
It is the first time Eurotunnel has channelled its European communications and marketing through a single agency.
The company is understood to be embarking on a major brand ing drive after changing its name from Le Shuttle to Eurotunnel in May.
Eurotunnel previously split its business between DDB in France and TBWA GGT in the UK. It used a number of additional agencies in Europe, both above and below the line.
Eurotunnel Shuttle Services managing director Bill Dix says: “We were not looking specifically for an advertising agency, but a partner which could work on the strategic direction of the business and also deliver results in all markets and across all disciplines.”
Richard Pinder, managing director of O&M London, who jointly led the pitch with O&M Paris, comments: “Eurotunnel is a fabulous product. Our task will be to advise on how to turn it into a fabulous brand, through the line, across borders.”
Agency story, page 13