Stagecoach, one of the UK’s largest bus and coach operators, has appointed Bountiful Cow as its new strategic media planning and buying agency, following a competitive pitch process involving six agencies.
The agency, part of the7stars media group, has secured an initial three-year term and will serve as Stagecoach’s strategic media partner, focusing on delivering strong strategic input, innovative solutions across multimedia campaigns.
Ultimately, it will aim to drive targeted results that align with the company’s core strategic growth objectives across both national and local markets.
Bountiful Cow secured the contract by consistently demonstrating a high level of expertise and cultural fit throughout the multi-stage pitch process, including a passion for public transport; media expertise and innovation; customer and purpose-driven ideas and a strong cohesive team.
McCann Birmingham was hired in July to handle consumer communications. Its most recent major campaign, devised by Supersonic, Perfect Storm and Chief Productions, launched the same month and repositioned bus travel as “dependable, human and relevant” to highlight the firm’s commitment to being there for its customers every day.
Stagecoach head of marketing Emma Lowe said: “Bountiful Cow demonstrated a potent mix of commercial acumen and creative passion for the sector.
“We were specifically looking for a partner who could provide incisive strategic thought leadership while delivering innovative, highly targeted campaigns that resonate with our local communities.
“Bountiful Cow showed they are perfectly aligned with our customer and purpose-driven focus, making them the clear choice to help us accelerate our strategic growth over the next three years.”
Bountiful Cow chief executive Adam Foley added: “Stagecoach buses were a lifeline for me growing up in Devon. As an agency, we understand how important they are to people and communities across the UK. We share a vision with the team at Stagecoach to restate the vital role of the bus in British life.”
The agency will begin work immediately in developing a focused strategic approach to its media campaigns.
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