Brandpool wins £2m rail rebrand

Brandpool, the new agency set up by John McWilliams, the founder of Jojo Communications, is believed to have been awarded the &£2m marketing business for recently rebranded rail network Southern.

Southern is the former Connex South Central rail network taken over by Govia in August 2001. The company has been using the South Central brand for the network, but is now rolling out the branding of Southern. The rail network serves the south coast and the South-east.

Southern head of marketing Andrew Ayers previously worked with Jojo Communications when he handled marketing at the C2C rail network. The agency has also previously worked for South Central on an anti-vandalism poster campaign (MW November 14, 2002).

Ayers says that the rail company is using press, such as the Evening Standard, and station posters to communicate the new name and logo.

Brandpool was set up as a brand consultancy and agency with the core team developing communications and creative platforms and managing client relationships. However, implementation may be contracted out to other agencies and freelancers.

McWilliams was formerly chairman and creative partner of Jojo Communications, launched in 2000, which he has wound up in order to create Brandpool. Jojo handled accounts such as Vidal Sassoon Salons.

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