The process, which kicked off last September, involved a number of agencies, including incumbent The Piper Agency. The final shoot-out was between MPG, MediaCom and Initiative.
The account covers planning and buying for National Express Coaches and the company's trains and bus division.
The review, which was managed by the AAR, came two months after National Express moved its creative account from incumbent Inferno to Hooper Galton following a competitive pitch, also handled by the AAR.
National Express’s coach network spans the UK and mainland Europe. The company also runs intercity, commuter and rural passenger train services and urban bus services in Birmingham and the West Midlands.
A large part of MPG’s brief is to develop strategies to target specific audiences using all types of media.
MPG's online planning and buying agency, Media Contacts, already works for National Express. Its managing director, John McLoughlin, will take overall charge of the account.
"We are delighted to confirm that, subject to contractual negotiations, MPG has been chosen by National Express Group as its agency following a three-way final pitch between ourselves, MediaCom and Initiative," McLoughlin said.
"We are really pleased to be extending our relationship with this client beyond the digital remit we already have, to work with them in an integrated way across all channels. National Express Group has a portfolio of brands with immense potential and we are looking forward to helping to drive the brand forwards."
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