Direct Know How scoops Airport Express trains account

Recently formed specialist direct marketing agency Direct Know How has been appointed to handle the below-the-line account for Airport Express, which owns the Heathrow Express, Gatwick Express and Stansted Express brands.

The agency, which was appointed without a pitch, will also work on the new Heathrow Connect rail service. The incumbent on the Airport Express business was RPM3, which will continue to handle the above-the-line account. Airport Express head of marketing Diane Burke says: “We require a highly accountable, strategic and targeted approach to our marketing, with return on investment at its centre. We see Direct Know How as ideal partners.”

Direct Know How was set up in February by Mike Pearce, Sally Elms and Ursula Benson and has picked up business from Carlsberg, Hardys and American Express Travel. The agency has also been working with EMAP and last month created a direct mail and e-mail campaign to launch the company’s LGC local government directory online.

Pearce, the agency’s strategic and planning director, is a former Unilever marketer who spent ten years at Mars as head of marketing. He launched his first agency, TSM, eight years ago.

Creative director Elms has worked at Rapp Collins and EHS Brann for clients including British Gas, Microsoft, NatWest, Procter & Gamble and Volkswagen.

Benson, the agency’s client services director, is a former director of River Advertising and has worked with clients such as Cable & Wireless, Hewlett-Packard, Panasonic and Royal Bank of Scotland.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here