TMW scoops Autohome and Govia Thameslink accounts

TMW Unlimited has hailed its integrated positioning as the key driving force behind a new business double-win, with Govia Thameslink Railway and Autohome Europe appointing the agency to handle their marketing and advertising accounts.

The move follows the merger of TMW with Prophecy Unlimited and Direction Group Unlimited in March.

For Govia Thameslink Railway (GTR), TMW has been briefed to deliver integrated marketing for the four train brands within the franchise, Thameslink, Great Northern, Southern and Gatwick Express.

TMW will develop a new creative strategy for the portfolio, supporting GTR’s ambition to become the most customer-focused rail company in the UK.

The account will include all advertising and digital duties. TMW will create campaigns designed to promote Thameslink, Great Northern, Southern and Gatwick Express train services in both the business and leisure travel markets, as well as developing brand campaigns that activate GTR’s recently launched brand promise: “We’re with you.”

These campaigns will focus on GTR’s commitment to accessibility for all, investment in the onboard travel experience – with a five-year £2bn programme to transform its fleet – extra weekday services and GTR’s £15m station upgrade programme.

The pitch was called in February by GTR’s parent company, The Go-Ahead Group, and the process was run through the Official Journal of the European Union. VCCP was the incumbent on the business.

Govia Thameslink Railway head of marketing Emma Wiles said: “TMW have a strong track record across a range of sectors, including rail [and] demonstrated a clear understanding of the needs of GTR coupled with the needs of our customers and we look forward to bringing our strategy to life together. A key focus will be working to play our part in rebuilding the UK tourism economy, with trains providing a sustainable mode of transport.”

TMW Unlimited chief executive Chris Mellish added: “From day one, this has felt like a natural partnership – we have some big ambitions to deliver on and a truly integrated approach to help realise a long-term marketing strategy for the business and its brands.”

Meanwhile, TMW Unlimited and Fever Unlimited have been appointed by China’s largest online car platform, Autohome, following a competitive pitch.

The agencies will support Autohome’s entry into the European market, developing a new consumer-facing brand as well as an integrated launch campaign that will go live in the autumn.

Autohome is a full-service car buying platform, facilitating transactions between manufacturers and dealers and car buyers. It also provides auto financing, auto insurance, used car transactions, and aftermarket services.

The agencies beat two other agency groups at the final stage of the process.