Virgin Trains has appointed Miles Calcraft Briginshaw Duffy to its £6m integrated advertising account. The agency won the business following a final shoot-out with Rapier.
The incumbent, RKCR/Y&R, was knocked out at an earlier stage. It had worked on the account for more than ten years.
It is believed that others on the shortlist had also included Albion, Glue, and Gyro. MCBD partnered sister Cossette agency with Elvis to pitch for the business.
The review, which was called in March this year, involved its advertising, digital and direct marketing accounts previously held by three separate agencies.
Craik Jones Watson Mitchell Voelkel and Glue were also incumbents on the direct and digital accounts respectively. Craik Jones, which has now been integrated into sister-Omnicom agency Proximity, was also involved during the earlier part of the process.
The review followed a restructure of Virgin Trains’ marketing department, with a tender notice posted on the Official Journal of the European Union (OJEU).
The review process was led by sales and marketing director Sarah Copley. She moved into the role following the departure of Craig Inglis, now at John Lewis as head of brand communications.