FirstGroup 10m media planning and buying account up for grabs

FirstGroup, the bus and rail operator, has put its £10m UK media planning and buying business up for pitch as part of a statutory review. It is currently handled by Edinburgh-based agency Feather Brooksbank.

The review will include all of the company’s domestic operations, First Great Western, First Capital Connect and First ScotRail, and one in five local buses in Britain in more than 40 towns and cities. It also runs tram services in some UK cities, including Croydon.

It is not known if the incumbent is planning to repitch for the account, which it has held since 2000.

The company has a roster of creative agencies that work across its different brands, including Sheffield-based Dig for Fire and Guerilla Marketing.

Last year, it appointed Leith to the First ScotRail ad account (MW March 15). They will not be affected by the review.

A spokesman for the company said it was an “opportunity for us to test the market”. The new contract will run for four years. The review will be overseen by Paul Stapleford, who is part of the purchasing group.

FirstGroup also operates services in Ireland and North America. They will not be affected by the UK review.