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Passenger railroad service Amtrak selected a WPP team led by Y&R as its new marketing communications partner.
It’s unclear at this time whether incumbent FCB New York, which was named agency of record for Amtrak in October of 2012 and launched a “Break the Travel Quo” campaign for the brand last year, participated in the review.
WPP’s Amtrak Partnership also includes digital agency Wunderman, media agency MediaCom and cross-cultural agency Culture ONE World. Amtrak Partnership will be responsible for handling creative, brand identity development, national and local media buying and planning for the Amtrak brand, the loyalty program, and guest rewards initiatives.
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