Eurotunnel gives O&M international branding task

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LONDON -- Eurotunnel, operator of the vehicle-carrying train service that runs beneath the English Channel, has appointed Ogilvy & Mather Worldwide as strategic communications advisor on its estimated $42 million pan-European account.

The agency, led by its London and Paris offices, beat TBWA GGT Simons Palmer, Bates Dorland and Leo Burnett Co., all London, in the final stage pitch of a six month-long review.

The appointment marks the first time Eurotunnel has aligned all communication and marketing activities into one agency and follows its ditching of the Le Shuttle brand, previously used for the vehicletrain service. That service is now branded Eurotunnel.

O&M's initial brief entails reviewing all corporate and consumer activity and assessing the Eurotunnel brand over several months before recommending action.

"We chose O&M because they came across to us as the McKinsey of communications," says Bill Dix, Eurotunnel Shuttle Services managing director. "We were not looking specifically for an advertising agency, but a partner who cold work on the strategic direction of the business and also deliver results in all markets and across all disciplines."

Richard Pinder, managing director of O&M, London, who jointly led the pitch, says: "Eurotunnel is a fabulous product. Our task will be to advise on how to turn it into a fabulous brand, through the line, across borders."

Copyright August 1998, Crain Communications Inc.

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