CreativeRace named as Northern’s lead creative agency

Integrated, independent agency CreativeRace has been named as the lead creative agency for Northern Trains, following a highly competitive tender.

Northern is the second largest train operator in the UK, with nearly 2,000 services a day and more than 500 stations across the north of England.

CreativeRace’s focus will be on conceptualising and delivering effective creative campaigns, underpinned by insight-led strategy. The first such campaign is a refresh of its commuter proposition and an integrated campaign to make a compelling, data-driven case for getting to work by train versus the car.

Mark Powles, Northern’s Commercial & Customer Director, said: “We’re excited to get to work with CreativeRace to help deliver our vision for the North and persuade a new wave of prospective customers to choose rail and Northern. Their sharp thinking and creative leadership is an exciting prospect for the Northern brand.”

The partnership is a huge win for CreativeRace, whose strategy and creative teams will be working together to help achieve Northern’s commercial and brand objectives.

Rob Shaw, CreativeRace CEO, added: “We are delighted to be able to announce our partnership with Northern. They ran an intense but very balanced procurement process and it is testament to the calibre of our team and their creativity that we are now delivering campaigns for such a high-profile organisation.

“The level of interaction and support across both organisations at such an early stage bodes well for the long term and I’m excited to see the first campaigns go live over the coming weeks.”