Ruby, the Red Brick Road-owned agency in the midst of a merger with its parent and a name change, has picked up the integrated Railcard account from The Association of Train Operating Companies.
The agency pitched against Cheethambell JWT and incumbent Proximity London. It will handle ATOC’s 16-25, family and friends, and senior Railcard products, and also work on a new strategic and creative direction for the business.
Activity will span across renewal and CRM activity using outdoor, direct marketing, social media and digital.
ATOC’s mission is to work for passenger rail operators in serving customers and supporting the railway. Set up after the privatisation of British Rail in 1993, ATOC brings together all train companies to preserve and enhance the benefits for passengers of Britain’s national rail network.
Earlier this year, Ruby revealed that it was to merge with the Red Brick Road and have a new, yet to be decided name. The name will come from a competition among staff and be picked by the management team, led by Red Brick Road chief Paul Hammersley.
Merger waves goodbye to Ruby