Transport giant Arriva has announced that it has handed its UK bus creative brief to Cogent Elliott following a three way pitch following a review of all its agency partners.
Cogent’s role will see the creative working alongside media buyers MediaCom, PR agency Haslimann Taylor, CRM consultancy The Lateral Group and digital specialists Freestyle on e-commerce.
Cora Robinson, head of marketing for Arriva UK Bus, commented: “Cogent presented a very compelling case. Their remit for 2013 is to develop a new creative concept that will be deployed at a strategic and tactical level to support our business strategy. This focuses on recruiting non-users, retaining existing passengers and increasing frequency of journeys. The concept retains the current brand equity at its heart but takes Arriva UK Bus to a new level. It has great breadth and flexibility, supporting our audience segmentation strategy, and working across all channels in a truly integrated way.”
Mike Phillipson, CEO at Cogent, added: “Obviously we are thrilled with this appointment – especiallysince the brief for us is to develop a wider range of creative material, across more channels than
Arriva have ever used historically. It’s a hugely exciting moment for them and us and we can’t wait to get started on the new campaign.”