First Great Western awards McCann investment brief

First Great Western: I'm a Great Westerner by Leith
First Great Western: I'm a Great Westerner by Leith

First Great Western has appointed McCann London to tell Britons about its investment plans in the coming years.

McCann is tasked with creating outdoor, digital, press and radio campaigns telling customers about the £15 billion being spent to improve First Great Western’s lines, trains and stations.

The brief is a new one and, as such, there is no incumbent. First Great Western’s head of marketing, Philip Edgerton, ran the pitch.

The Interpublic agency was appointed after a competitive pitch against four other agencies.

Less than 48 hours after First Great Western appointed McCann, the company drafted a press ad thanking consumers for their patience and understanding for the delays caused by severe wind and rain.

A spokesman for the rail company said McCann’s appointment does not affect Leith, which has handled First Great Western’s brand advertising since 2010 and is responsible for its 'I’m a Great Westerner' campaign.

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