Five agencies battle for Great Western CRM business

GWR_2Great Western Railway has shortlisted five agencies to pitch for its CRM and data-driven marketing account as part of a statutory review being run through the Official Journal of the European Union.

Incumbent Havas Helia will pitch against London agencies Engine, Iris, and MRM McCann and relative minnow Bristol shop Armadillo.

Earlier this year, Armadillo beat off competition from major agencies – including Lida – to land the CRM account for Carnival brands P&O Cruises and Cunard following a competitive pitch.

It is understood that the rail company, which is owned by First Group, briefed the agencies at the end of last week. In a statement, a GWR spokesman said: “We regularly review our agency contracts.”

The company provides high speed, commuter, regional and branch line train services, carrying more than 100 million passengers every year across the Great Western rail franchise area, which includes South Wales, the West Country, the Cotswolds, and large parts of Southern England.

The winning business will work closely with ad agency Adam & Eve DDB and the7Stars, which picked up First Group’s media planning and buying business earlier this year.

The group runs three UK rail franchise, as well as Great Western Railway, it operates South Western Railway and the TransPennine Express, It also has one “open access passenger rail service”, Hull Trains and operates the London Trams service on behalf of Transport for London.

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