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Northern Trains names lead agency

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Northern Trains has completed a “highly competitive” tender process to appoint its new lead creative agency.

It has awarded the contract to CreativeRace, which will now focus on “conceptualising and delivering effective creative campaigns.”

“We’re excited to get to work with CreativeRace to help deliver our vision for the North and persuade a new wave of prospective customers to choose rail and Northern,” said Mark Powles, Northern’s Commercial & Customer Director.

“Their sharp thinking and creative leadership is an exciting prospect for the Northern brand.”

Rob Shaw, CEO of CreativeRace said it was a “huge win” for the Leeds agency:

“We are delighted to be able to announce our partnership with Northern. They ran an intense but very balanced procurement process and it is testament to the calibre of our team and their creativity that we are now delivering campaigns for such a high-profile organisation.

“The level of interaction and support across both organisations at such an early stage bodes well for the long term and I’m excited to see the first campaigns go live over the coming weeks.”

CreativeRace’s first work will be a refresh of its commuter proposition and an integrated campaign to make a compelling “data-driven case” for going to work by train versus the car.

The train operator runs almost 2000 services a day from more than 500 stations in the north of England.

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