Rail Delivery Group Appoints TMW Unlimited as its Primary Creative Agency

Announced today, Rail Delivery Group has appointed TMW Unlimited to be its lead integrated creative agency of record. 

The appointment follows a competitive six-way pitch after the contract was put out to a public tender. 

TMW Unlimited will be working on the brands managed by Rail Delivery Group, including National Rail and Railcard products, as well campaigns to encourage the British public back to the railway. 

This will include strategy and creative development across multiple channels including above the line, digital and social. 

The contract has been awarded for a minimum of two years, with work to commence immediately. 

TMW is part of UNLIMITED, the UK’s leading conversion agency. Powered by its Human Understanding Lab, a collection of behavioural, data and neuroscientists, it will be used to provide insights that inform the direction of the strategy. 

UNLIMITED’s Human Understanding Lab, a collection of behavioural, data and neuroscientists, will be used to provide insights to inform the direction of the brands’ strategies. 

This is the latest win in a strong year for TMW Unlimited. Since April, Oak Furnitureland, Pride in London and NS&I have also appointed the agency to be their lead integrated creative agency. 

TMW Unlimited was the only agency to be shortlisted in both the Integrated and Customer Engagement categories at the most recent Campaign Agency of the Year Awards. 

Chris Mellish, CEO, TMW Unlimited said, “This is another fantastic win for us. Rail Delivery Group and National Rail have been responsible for some brilliant campaigns, and we’re extremely excited about the opportunity to work together. Public tenders are always hugely competitive, so this is additional evidence that our Ideas That Move People offering is resonating with clients.” 

Catherine Lyver, head of propositions and marketing, Rail Delivery Group said, “TMW Unlimited provided a well-rounded response, and based on their in-house capabilities and collaborative approach we believe they are going to be a great creative partner. Rail might be a heritage industry, but we were looking for a partner who could think differently and challenge us in our thinking. We were blown away by the strategy, passion and team chemistry, and we are very excited to start working with them.