Amtrak Selects Y&R-Led WPP Team as Agency of Record

Amtrak Partnership also includes Wunderman, MediaCom and Culture ONE World

Amtrak Partnership will be tasked with revamping the brand’s marketing for the Northeast corridor and long distance ahead of its 50th anniversary in 2021. Getty Images
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Passenger railroad service Amtrak selected a WPP team led by Y&R as its new marketing communications partner.

It’s unclear at this time whether incumbent FCB New York, which was named agency of record for Amtrak in October of 2012 and launched a “Break the Travel Quo” campaign for the brand last year, participated in the review.

WPP’s Amtrak Partnership also includes digital agency Wunderman, media agency MediaCom and cross-cultural agency Culture ONE World. Amtrak Partnership will be responsible for handling creative, brand identity development, national and local media buying and planning for the Amtrak brand, the loyalty program, and guest rewards initiatives. Amtrak Partnership will be tasked with revamping the brand’s marketing for the Northeast corridor and long distance ahead of its 50th anniversary in 2021.

Amtrak spent nearly $11 million on measured marketing last year and a little over $10.5 million in the first six months of 2018, according to Kantar Media.

“Train travel is increasingly becoming the preferred choice of transportation for business and leisure,” Amtrak vp, marketing Kerry McKelvey said in a statement. “The Amtrak Partnership demonstrated a thorough understanding of our business and will help us market the unparalleled travel experience we provide our customers.”

“We see this as an exciting opportunity to work with a brand that has both an incredible heritage and a clear vision for its future,” added Y&R global CEO David Sable. “We’re looking forward to leveraging our expertise to share Amtrak’s passion for train travel and the brand’s innovative services with consumers across the country.”

The appointment follows Miss America selecting Y&R to handle a rebranding effort in June and the agency winning creative duties for Office Depot in February. Last November, All Nippon Airways selected Y&R New York as its first agency of record for the U.S.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
Publish date: September 21, 2018 https://stage.adweek.com/agencies/amtrak-selects-yr-led-wpp-team-as-agency-of-record/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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