• by Joe Mandese  @mp_joemandese, October 19, 2023

GroupM's Wavemaker unit has been named the global media consultancy for European high-speed rail service, Eurostar.

Billings were not disclosed, but the assignment represents a consolidation of media planning and buying for a combined account following Eurostar's merger with the Thalys rail service earlier this year.

The assignment follows a competitive review and includes "offline" media in the U.K., Belgium and the Netherlands and digital media across Europe, as well as all media planning and buying across continental Europe.

The review began in April and Wavemaker succeeds DDB/Adam & Eve, which created Eurostar's new "Get Away The Greener Way" launch campaign (see below).

Wavemaker's proprietary GeoGraph technology was cited as a factor in the win, and will be used to help Eurostar identify and target prospective customers based on "demand signals along the rail routes and deliver an industry-first, AI-powered personalization through an advanced omni-channel approach."