• by Amy Corr  @MediaPostOTL, February 11, 2014

The New York Metropolitan Transportation Authority (MTA) named strategic agency partners Pulsar Advertising and Arcade Creative Group (Pulsar I Arcade) as its agency of record, following a review. Effective immediately, Pulsar I Arcade will be responsible for all advertising, marketing, digital communications and a large amount of passenger information communications to help enhance the customer experience across MTA's system. Pulsar I Arcade was awarded a three-year contract, with an option for two additional years, to provide full marketing and advertising services. The incumbent, Korey Kay & Partners, has been handling the account since 1992.

New York's MTA provides public transportation for all the Boroughs of New York, Long Island, Southeastern New York State, Connecticut and parts of Eastern New Jersey, serving 8.5 million customer a day across subways, buses and commuter railroads. Arcade President Adam Owett, and Pulsar President and Executive Creative Director Alberto Gonzalez, both held global creative positions at Grey Worldwide (now Grey Group) prior to starting their respective agencies and forming the strategic Pulsar | Arcade partnership in 2013. "It's phenomenal for two former colleagues to join forces and take on marketing and advertising for the MTA," Owett said. "As a native New Yorker and lifelong MTA customer, this win is extraordinary." New York-based Arcade has worked with brands such as Coca-Cola, Unilever, American Express, Sony Rewards and eBay. LA-based Pulsar, is a transportation marketing agency that has created campaigns for clients such as Washington DC's and Los Angeles Metros, BART (San Francisco), MARTA (Atlanta), Washington's Reagan National and Dulles International Airports, Virginia Department of Transportation, Boston's MBTA and Amtrak Virginia. The MTA spent $2.9 million on measured media between January and September of 2013, according to Kantar Media.

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