Direct Know How scoops Airport Express trains account

Recently formed specialist direct marketing agency Direct Know How has been appointed to handle the below-the-line account for Airport Express, which owns the Heathrow Express, Gatwick Express and Stansted Express brands.

The agency, which was appointed without a pitch, will also work on the new Heathrow Connect rail service. The incumbent on the Airport Express business was RPM3, which will continue to handle the above-the-line account. Airport Express head of marketing Diane Burke says: “We require a highly accountable, strategic and targeted approach to our marketing, with return on investment at its centre. We see Direct Know How as ideal partners.”

Direct Know How was set up in February by Mike Pearce, Sally Elms and Ursula Benson and has picked up business from Carlsberg, Hardys and American Express Travel. The agency has also been working with EMAP and last month created a direct mail and e-mail campaign to launch the company’s LGC local government directory online.

Pearce, the agency’s strategic and planning director, is a former Unilever marketer who spent ten years at Mars as head of marketing. He launched his first agency, TSM, eight years ago.

Creative director Elms has worked at Rapp Collins and EHS Brann for clients including British Gas, Microsoft, NatWest, Procter & Gamble and Volkswagen.

Benson, the agency’s client services director, is a former director of River Advertising and has worked with clients such as Cable & Wireless, Hewlett-Packard, Panasonic and Royal Bank of Scotland.


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