Magazine article Marketing

End of the Line for Network SE

Magazine article Marketing

End of the Line for Network SE

Article excerpt

Network SouthEast is to run down its marketing department and transfer the function to its divisions ahead of privatisation.

Three rail divisions will become "shadow franchises" next April, responsible for their own management. Others are set to follow.

Each will have its own board, with the new post of commercial director responsible for marketing.

The break-up could mean the end of big-budget rail advertising unless the divisions agree to co-operate. Abbot Mead Vickers BBDO has the lion's share of the Network SouthEast work, and client services director Julian Ingram says that there's no clear picture of what's likely to emerge.

"There's currently no central or generic rail marketing proposal -- which means there will be no advocate for rail travel," he says.

"For those train operators to maximise the potential for rail they're going to have to use media, such as TV, which they can't afford as individual lines."

AMV is already working for one of the shadow franchises, but Ingram won't name it.

The others have yet to decide their marketing strategies and are still recruiting key personnel. …

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