Train operator Northern Trains has appointed AMS Media Group as its media agency, following a competitive tendering process.
The Leeds agency team will work with Northern to build awareness and understanding of the brand and promote services across the north. The £4m brief covers a broad mix of media from outdoor to broadcast and paid social media.
Commenting on the appointment, Claire Rowland, head of sales and marketing at Northern, said: “As we hopefully return to some normality, it is important we have a partner that can be flexible, that can be adapt quickly to the changing needs of our customers. We hired AMS Media Group because of their data-led approach and strong audience insight, allied with really strong regional media relationships that set them apart.”
Northern recently announced the introduction of its 100th brand new train, which is part of the most extensive modernisation programme in a generation that is transforming travel in the north of England.
Steve Empson, director of AMS Group Leeds, said: “It’s now more important than ever to bring a deep understanding of the client’s business, audience and media landscape as things are changing so quickly, flexibility and agility are key to delivering impactful and relevant campaigns. We have a fantastic, experienced client-focused team at AMS that gets this totally.”
AMS Media Group launched its first office outside London in Leeds in 2019. It partnered with two senior ex-Mediacom Leeds Directors, Steve Empson and James Whitehead.