• Transform magazine
  • September 26, 2022

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CreativeRace revealed as Northern Trains’ lead creative agency

CR X Northern

The UK’s second largest train operator, now branded as Northern, announced Leeds-based CreativeRace following a competitive tender.

Rob Shaw, CreativeRace CEO, says, “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 agency’s first campaign will revolve around making a compelling, data-driven case to persuade commuters to travel to work by train rather than by car. CreativeRace will attempt to use insight-led strategy to deliver effective creative campaigns such as this refresh of its commuter proposition.

Shaw adds, “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.”

The agency’s primary task is now to meet the train operating company’s commercial and brand objectives.

Mark Powles, Northern’s commercial and customer director, says, “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.”