The appointed agency will work on marketing for TfL divisions and initiatives such as London Underground, London buses, congestions charging, cycling and the Oyster card. The appointed agency will be in place in time to work on the complex marketing challenges that will be presented by the London 2012 Olympics.
TfL has just promoted Chris MacLeod to director of marketing to take on the responsibilities of Nigel Marson, who has now left.
The current agency roster includes M&C Saatchi, CMW and Meteorite. The new contract is for a minimum of three years.
TfL has already called a pitch for its media planning and buying services, currently handled by Mediaedge:cia.
TfL bought the rights for the Oyster Card brand for £1m from Transys in April. The transport body will now be able to further explore uses for the pre-pay travel smartcard.
The body reports to the Mayor of London.