South West Trains appoints M&C Saatchi

South West Trains has appointed M&C Saatchi Group to handle its £2m advertising account following a pitch against Dye Holloway Murray, SOUK and Designate.

M&C Saatchi will now handle the train operator’s above-the-line advertising, with Lida, the group’s direct marketing account, responsible for its on- and off-line direct marketing campaigns. The pitch was overseen by Haystack Group.

South West Trains, part of travel group Stagecoach, called the review earlier this summer with a view to combining its direct marketing and digital into one agency (MW July 10).

The review follows the appointment of Rocket, the Omnicom-owned agency that is part of the Phd group to handle its media planning and buying business earlier this year.