Leeds and London-based AMS Media has been appointed by c2c Railway to deliver a fully integrated customer growth media strategy.
c2c is the award-winning train operator running services between Fenchurch Street and Shoeburyness, serving 26 stations across East London and South Essex, with nearly 35.8 million customer journeys made annually, making it the eighth largest train operator in the UK.
AMS Media has been appointed to develop an integrated media strategy covering Always-On activity as well as key campaigns including summer and the festive period across the operator’s core catchment area.
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Now under public ownership, c2c needed an agency that can bring agility, accountability and performance-led planning to the partnership. AMS Media will provide a full strategic framework, annual plan and cross-channel recommendations informed by econometrics learnings collaborating closely with other agency partners.
The account win complements those other Train Operating Companies (TOC’s) around the UK who already utilise AMS services – Northern Trains and Grand Central Rail, with the former having reappointed the agency in 2025 following a statutory review.
c2c head of commercial growth, Steve Knights, said: “We are delighted to be working with AMS. As well as bringing strong expertise in media planning and buying, their experience working within the railway industry, and their strong local knowledge of the c2c catchment area will help us in our mission to drive further passenger growth.”
AMS chief executive, Paul Phelps, added: “Not only are we thrilled to be working with our third TOC client, providing evidence of our agency’s growing expertise in this sector, but several of our team are already frequent passengers on the c2c line. So, from the outset, there was a natural affinity to the brand, plus a genuine comprehension of the challenges and opportunities they face.”
AMS is a co-founder of the Alliance of Media Independents, and celebrated its 50th year in 2025 with a new, aligned agency positioning as “the home of independent thinking.” It combines deep insight, data intelligence, and rigorous planning to solve complex media and business challenges and drive meaningful results for public, private, and third-sector organisations. Existing clients include Utilita Energy, National Grid, Stannah Group, Timothy Taylor’s Brewery and Lakeland.
Image: By Sunil060902/Creative Commons
