PHD poised to beat off all competition for £10m TfL

PHD is believed to be in pole position to retain the £10m Transport for London (TfL) media planning and buying account. PHD has held the brief since 2001.

PHD is believed to be in pole position to retain the &£10m Transport for London (TfL) media planning and buying account. PHD has held the brief since 2001.

The incumbent has been involved in a final pitch against Mediaedge/CIA, but is expected to see off the challenge.

The statutory review was called earlier this year. The other shortlisted agencies included Carat, MediaCom and Starcom.

TfL, the public body responsible for London’s transport system, says the decision will be formally announced by the end of the week but was unable to confirm the reappointment of PHD as Marketing Week went to press.

TfL’s creative brief is held by M&C Saatchi, which won the business after a controversial and acrimonious pitch, also in 2001 (MW October 11, 2001).

In May, TfL reappointed the incumbent, Clear Channel’s Adshel division, to its bus-shelter contract, which is worth about &£250m over ten years. Chemistry was awarded TfL’s direct marketing account in February last year (MW February 12, 2004).

Adshel, which has held the bus-shelter business since 1980, fought off JC Decaux, Maiden/Cemusa and Viacom Outdoor.

TfL manages London’s bus and underground system as well as overseeing other forms of public transport. It also regulates taxis, is responsible for much of the capital’s road network and oversees the central London Congestion Charge.

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