Leo Burnett wins £7m P&O brief

P&O Cruises has handed its &£7m advertising account to Leo Burnett, while the Starcom Motive Partnership has landed the media business.

Burnett pitched against incumbent Lowe Lintas, McCann-Erickson and HHCL & Partners.

The account had been held by Ammirati Puris Lintas since the early Nineties, but its merger with Lowe Howard-Spink late last year sparked a review in February.

Initiative Media previously handled most media work, while Booth Lockett Makin was responsible for Swan Hellenic cruises.

The advertising will encompass the company’s two cruise-line brands, P&O Cruises – which operates four ships including The Oriana – and Princess Cruises, which runs ten ships offering cruises to the Caribbean, Mediterranean, Alaska and other locations.

The two brands have been demerged from the ferry company’s other interests to form a cruise ship unit.

Burnett’s appointment was made by P&O Cruises marketing director Carol Marlow.

The agency’s first work will be seen in the autumn.

In the past year, most of P&O Cruises’ &£7m ad spend has gone on press campaigns.