TMW ‘on the right track’ to scoop Rail Delivery Group

_64889-13 715x402 Brands_Products715x402 Window SeatsRail Delivery Group, the British rail industry body that brings together passenger and freight rail companies, has appointed TMW Unlimited to be its lead integrated creative agency of record.

TMW Unlimited, which landed the business in a competitive six-way pitch following a public tender, will be working across all brands managed by Rail Delivery Group, including National Rail and Railcard products, as well campaigns to encourage the British public back to the railway.

The organisation’s most recent work (pictured) was devised by agency Accomplice and entitled “Nothing Beats Being There”. Launched in April, the campaign was aimed at continuing the industry’s Covid recovery as well as tackling concerns over ongoing industrial action. It was designed as a rallying cry for consumers to jump aboard a train and experience “the joy and freedom” of being connected to the people and places they love.

TMW has now been briefed to expand on this work through strategy and creative development across multiple channels, including advertising, digital and social.

The activity will be powered by parent group its Human Understanding Lab, a collection of behavioural, data and neuroscientists, who provide insights that inform the direction of strategy.

The contract has been awarded for a minimum of two years, with work to commence immediately.

This is the latest win in a strong year for TMW Unlimited. Since April, Oak Furnitureland, Pride in London and NS&I have also appointed the agency to be their lead integrated creative shop.

Rail Delivery Group head of propositions and marketing Catherine Lyver said: “TMW Unlimited provided a well-rounded response, and based on their in-house capabilities and collaborative approach we believe they are going to be a great creative partner.

“Rail might be a heritage industry, but we were looking for a partner who could think differently and challenge us in our thinking. We were blown away by the strategy, passion and team chemistry, and we are very excited to start working with them.”

TMW Unlimited chief executive Chris Mellish added: “This is another fantastic win for us. Rail Delivery Group and National Rail have been responsible for some brilliant campaigns, and we’re extremely excited about the opportunity to work together.

“Public tenders are always hugely competitive, so this is additional evidence that our ‘Ideas That Move People’ offering is resonating with clients.”

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