Transport for London (TfL) is planning to review its marketing account, it has been revealed.
According to Marketing Week, the review will be of the organisation’s integrated advertising account.
This will include offline campaigns such as press, outdoor and direct marketing.
It will also feature online email marketing.
A spokesperson for TfL told the magazine that the review would not affect its above-the-line accounts.
A recent advertising campaign by TfL called ‘dothetest’ recently won an award in the Best Use of Viral Marketing category at the Interactive Marketing and Advertising Awards.
The campaign was created by Altogether Digital and featured a moonwalking bear.
It was intended to test perception and raise awareness of cyclists and motorcyclists on London’s roads.
The advert has been followed up with a series of new viral pieces by the same advertising agency.
According to a post on the Altogether Digital, four new films have been added to the campaign as part of the second stage.