SWT to combine DM and digital accounts

South West Trains is gearing up for a review of its dir-ect marketing and digital accounts. It is understood that it may invite agencies to pitch for the business later in the year.

The train operator, which is part of travel group Stagecoach, is thought to have appointed Haystack to review its current strategy and oversee any future pitch, although it is believed to have already contacted more than 20 agencies, including Stagecoach’s roster agencies.

It is believed to be looking to consolidate both DM and digital into one shop. South West Trains currently works with TBDA, which handles its e-mail marketing.

The review comes over a month after the train operator appointed Rocket, the Omnicom-owned agency that is part of the Phd group.

The £2m media planning and buying account was awarded to the agency following a pitch against a number of undisclosed agencies.

Rocket is working on a new service that will offer travellers tickets at cheaper rates the earlier they book them.

The annual turnover for South West Trains during the 2006/07 financial year was £559.6m and it oversaw 175 million passenger journeys.

At the end of last year the operator appointed former VisitLondon UK marketing manager Lucy Thompson as its marketing chief (MW October 4, 2007).

Thompson, who was involved in the appointment of Rocket, has been charged with lifting the profile of the train brand, but denied SWT has started a review of the DM or digital accounts.

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 subscriptions@marketingweek.com

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