P&O Cruises has appointed Miles Calcraft Briginshaw Duffy to handle its &£7m advertising account.
The business was with Leo Burnett, but the agency was forced to resign after just eight months because of a conflict of interest with its Walt Disney business (MW January 25).
Miles Calcraft beat off Abbott Mead Vickers.BDDO, Bartle Bogle Hegarty and Publicis. The appointment was made by sales and marketing director Carol Marlow.
P&O head of brands marketing Michael Bedingfield says: “We saw work from four agencies and we felt that the team at Miles Calcraft will fit best with the team here.”
Bedingfield, who joined P&O last June from Hertz, adds that Miles Calcraft will take over the business immediately. The agency will start creating a new campaign in the next few weeks, but there are no plans to advertise on television this year.
P&O is currently running a press campaign created by Leo Burnett.
P&O Cruises is made up of three cruise brands: P&O Cruises, Princess Cruises and Swan Hellenic.
Miles Calcraft managing director Helen Calcraft adds: “P&O is a good brand and cruising is the fastest growing sector of the market.”