Govia Thameslink Railway, the UK’s largest train franchise, has appointed mSix&Partners as its new media agency of record, following a competitive public tender process.
The company, which operates the Southern, Thameslink, Great Northern and Gatwick Express railways, has handed the agency a four-year mandate.
mSix&Partners, which is a joint venture between The&Partnership and GroupM, will handle omnichannel marketing communications services that include media and digital strategy, media planning and buying, PPC and SEO.
This will be supplemented by insight, data, and analytics services to effectively interpret and review performance.
The public tender process featured a brief to demonstrate a clear understanding of the post-Covid shifting audience outlook, which has changed from concentrating on commuters to one that is much more focused on leisure travel.
The need to inspire this new travel behaviour and create incremental benefit for Govia Thameslink sat at the heart of mSix&Partners response.
Combining Govia Thameslink’s insight with its own data tools, the agency was able to identify the best channels to employ as well as create a consistent “full-funnel” approach to drive long term benefits.
TMW Unlimited has been working on the Govia Thameslink Railway creative account since being appointed to the business in August 2020.
Govia Thameslink head of marketing Dominic Morrow said: “Throughout the tender process, mSix&Partners demonstrated a clear understanding of our shifting audience and how best to combine our insights with their media expertise to deliver value for us and our brands in 2024 and beyond.
“They captivated our minds with their innovative way of thinking, and we are looking forward to working them as our partners for marketing communications.”
mSix&Partners UK managing director Victoria Bickle added: “We are thrilled by the opportunity to work with Govia Thameslink and are looking forward to supporting them to achieve their business goals in 2024.
“To win such an important business, and one we often all use ourselves, makes this win even sweeter and is testament to the strength of our team and partners.”
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