Latest Client Win For Leeds Social Media Agency Umpf

  • Social Media

We’re delighted to announce our latest social media client: national train operator East Coast.

Having been successful following a three-way pitch, we are working with the East Coast’s social media team to provide strategic advice, tactical initiatives, proactive content, community management, as well as wider social media campaigns for the brand.

The brand is one we were already immersed in: we have more clients in London than any other location so the Leeds-King’s Cross East Coast service is a weekly commute for the team.

It’s also an exciting time to be working with East Coast, the new creative was launched during X Factor at the weekend and there are some great social opportunities on the horizon – watch this space.

Full press release below and here’s that new TV spot:


Following a competitive three-way tendering exercise, train operator East Coast has appointed Umpf to support its social media strategy.

Launched in 2009, East Coast carries more than 18 million passengers per year, operating up to 156 train services each weekday between London King’s Cross, the East Midlands, Yorkshire, North East England and Scotland.

Historically, East Coast has focused on Twitter as its primary social media channel, Umpf has been appointed to assist East Coast’s in-house team in developing its strategy to drive integration of social across all areas of the business, with the objective of enhancing its loyal customer base. This forms part of a wider company strategy to create seamless customer communications across all channels.

The Leeds-based PR and social media agency will provide strategic advice, tactical initiatives, proactive content and community management, as well as wider campaigns for the brand.

East Coast Social Media Manager Nick Wood said: “The rail industry generally prioritises much of its social media efforts towards customer comms channels such as Twitter, and whilst this is the case for East Coast, we recognise the need to develop our whole social offering through a variety of channels.

“There are many great opportunities to integrate social media operationally and commercially to grow our customer engagement.  Umpf has demonstrated an excellent track record in its approach to social media, and we’re delighted it will work with us to deliver and develop our existing marketing and communications channels, as well to assist us creatively in exploring new and exciting ways to communicate with our customers.”

Umpf MD and founder Adrian Johnson said: “This is the first time East Coast has appointed a dedicated social media agency so we are delighted to be working with the team as it integrates social media more deeply within the company and more broadly externally.

“We know from our research and external independent reports that the East Coast brand ranks high in terms of Twitter engagement and positive sentiment in comparison with other train operating companies.  We are looking to build on that success and enhance the brand’s social footprint and community reach.”