Agency: BMP | Author: Jane Cunningham |
Making London Transport Advertising Simple
INTRODUCTION
In this case, planning contributed to the creative process in two ways:
- By brutally simplifying a very complex task set by London Transport
- By using stimulus from outside the usual boundaries of research to isolate a focused, meaningful, overarching brand promise that directly influenced the message and tone of the creative work
BACKGROUND
Prior to 1997 London Buses and The London Underground were managed separately. Separate budgets, and separate managing divisions resulted in very different campaigns for each of the...