First Group, the travel operator, is understood to have appointed Mediaedge:cia Manchester to handle its £10m media planning and buying account. It is thought the agency pitched against incumbent Feather Brooksbank and Mediacom for the account.
The pitch was called in January this year as part of a statutory review and it is understood that MEC will handle the account for four years. Feather Brooksbank held the account since 2000.
First Group operates buses and trains, including First Great Western, First ScotRail, First Capital Connect, First TransPennine Express and First GBRf, which were all included in the review.
The group’s agency roster, which includes Covey McCormick, Guerilla Marketing and Dig for Fire, was not affected by the pitch.
First Group is the UK’s largest surface transport company and has revenues of around £5bn a year and 2.5 billion customers. It also operates another four operating divisions in the US, which were not affected by the UK review.