The Capital's transport authority, Transport for London (TfL), has awarded its media-planning and buying business to Mediaedge:cia following a five-way pitch between the eventual winner, Starcom, Mediacom, Carat and the incumbent, PHD.

I am confident we have generated additional savings for the business

The change of agency comes as part of a statutory review in which TfL sought to maximise value to the business while continuing to improve the integration of the group's advertising strategy.

TfL spends between £10m-£15m a year on media for award-winning campaigns that range from Congestion Charging to London Buses and Road Safety to Oyster card.

Chris Townsend, TfL's Director of Group Marketing, said: "The new contract represents both great value to TfL and the prospect of a very high-quality planning team.

"For seven years, PHD has sustained an exemplary standard of work for TfL but Mediaedge were able to demonstrate greater value for money and innovation.

"With Billets reviewing the bidders, I am confident we have generated additional savings for the business which will be invested in improving the Capital's transport infrastructure, strengthening TfL's £10bn 5-Year Investment Programme".

  • The contract will include advertising for the London Underground, London Buses, Congestion Charging, road safety (in London), London River Services, Public Carriage Office (taxis and licensed mini cabs) Victoria Coach Station, the Docklands Light Railway, Croydon Tramlink, Oyster card and road traffic enforcement (in London). The contract does not include recruitment advertising for these parties
  • Recent advertising awards for TfL campaigns include a Gold medal and a Special Prize for the Best [campaign] Integration at the Institute of Practitioners in Advertising (IPA) awards for the public awareness campaign for the launch of the central London Congestion Charge.
  • Information about TfL can be found at www.tfl.gov.uk .