TALK\
TBWA London wins National Express
19\06\2008
If you haven’t heard the news already we’re delighted to announce that we’ve been appointed to the £12M National Express account after a three-way strategic and creative pitch against CHI and BMB.
National Express Group has fundamentally changed the way in which it is structured and moved from a multi-brand strategy where it supported 4 distinct train brands; a coach brand and a bus brand that operates in 4 territories, to a common master brand in National Express.
The brief therefore is to create a leading customer focused brand in a sector that has traditionally been operationally led.
Regarding the pitch process, Maria Heckel, Director of Brand Strategy at National Express commented, “TBWA\ balanced a pragmatic strategic approach, against an exciting creative platform. The level of strategic thinking demonstrated by TBWA\LONDON was exactly what we were after and I look forward to seeing our new creative in the market place”.
National Express Group is a big and ambitious company making a real difference in the UK travel market and we’re looking forward to working with them.
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