Brandpool retains Southern account

Train operator Southern has reinstated Brandpool, the agency behind the launch of the rail brand, to handle its 1m advertising and marketing account after a competitive four way pitch.

It is not clear which other agencies were competing for the business in a pitch that began in March.

The agency will work on a customer acquisition and retention strategy as part of its brief, which has been extended to include customer relationship management activities.

The agency will work alongside MJ Media, which handles media planning and buying andoversee marketing and advertising communications across the brand.

Brandpool spearheaded the launch of the train company, which rebranded from South Central franchise and invested 1bn in the operation in June 2004.

The operator is owned by Govia, the rail division of Go-Ahead Group, and carries 120,000 passengers every day. It serves the South coast and South-east regions, running from London through Sussex, Surrey and parts of Kent and Hampshire.

During its tenure Brandpool oversaw the launch of the train company’s first television campaign which aired across the Carlton and Meridian TV networks (MW 15 Sept 2005).

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