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    ContractsStrategic Paid Media Planning and Optimization Services for East Midlands Railway
    Awarded contract

    Strategic Paid Media Planning and Optimization Services for East Midlands Railway

    Awarded
    £45.7m
    Published 18 Aug 2026

    Develop and manage comprehensive paid media strategy and execution for East Midlands Railway and Luton Airport Express across television, radio, digital, social, and search channels.

    🇬🇧United Kingdom· LondonPublished 18 Aug 2026· 2 months agoviaFind a Tender
    Awarded
    £45.7m
    Published 18 Aug 2026

    Decision brief

    4 fields
    • Contract value
      £45,651,400
      Pounds sterling
    • Closing date
      Not published
      No closing date published
    • Sector
      Professional Services
      Browse related listings
    • Location
      🇬🇧United Kingdom
      London

    Suppliers

    1 supplier
    • MC
      MCCANN-ERICKSON CENTRAL LIMITED
    Lead contractor

    Lifecycle

    Awarded

    Contract awarded. Originally published 2 months ago.

    18 August 2026
    Awarded — no open tender advertised

    Brief

    East Midlands Railway (EMR) is seeking a strategic marketing agency to plan, purchase, and optimize paid media campaigns across multiple channels for East Midlands Railway and Luton Airport Express. The agency will manage media buying across Television (linear, Video on Demand, Connected TV), Radio (digital audio, traditional radio, and sponsorships), Out-of-Home advertising (digital and paper), Social Media (Meta, Snapchat, TikTok), and Digital channels. Additional responsibilities include managing digital display campaigns with dynamic display capabilities, executing Pay-Per-Click (PPC) advertising, and managing Search Engine Optimization (SEO) for two websites: eastmidlandsrailway.co.uk and lutonairportexpress.co.uk. EMR operates intercity and regional train services across the Midlands to London through three sub-brands: EMR Intercity (Sheffield, Derby, Nottingham, Leicester to London), EMR Regional (local services to towns including Crewe, Stoke-on-Trent, Norwich, and Skegness), and EMR Connect (Corby to London with Luton Airport Express service).

    Track record

    2 awards · 2 winners
    Thin record

    Only 2 prior awards here — too little to read.

    In professional services, TRANSPORT UK EAST MIDLANDS LIMITED has awarded 2 contracts to 2 suppliers.

    Who wins here
    1. MCCANN-ERICKSON CENTRAL LIMITED1× · 50%
    2. TXM RECRUIT LTD1× · 50%

    Across professional services, the most active winners are REED SPECIALIST RECRUITMENT LIMITED, PROMAR INTERNATIONAL, KPMG LLP — the field to beat, or your route in as a partner.

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    Take action
    View on sourceFind a Tender

    Award notice and full record on the publisher's site

    Publisher
    UK Cabinet Office
    Licence
    OGL v3.0
    Source
    find-tender.service.gov.uk
    Record ID
    ocds-h6vhtk-06812a

    Your fit

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    Buyer
    TRANSPORT UK EAST MIDLANDS LIMITED
    Sector
    Professional Services