Greater Anglia, the rail operator for the East of England, has moved its creative account to independent agency Pablo, with the core team that has worked on the business joining the agency from Atomic London. Atomic London fell spectacularly into administration recently.
The team will be led by Louise Rudaizy who has worked with Greater Anglia for 7 years. Pablo will act as lead strategic and creative agency working across all channels and touchpoints, starting immediately.
The appointment comes at a significant moment for the operator. Greater Anglia entered public ownership in October 2025 and now sits within GBR Anglia, which brings Greater Anglia, c2c and Network Rail Anglia together ahead of the launch of Great British Railways. The Anglia route is currently the most punctual in the country.
David Metherell, head of commercial development, for Greater Anglia, says: “Continuity mattered to us. Louise’s team knows our customers, our routes and what we’re trying to achieve, and we wanted to keep working with them through a period of real change for the railway. Pablo will give them something extra – a home with the creative strength and independent spirit we value, and we’re looking forward to making great work together over the coming months.”
Louise Rudaizky, now managing partner at Pablo, says: “Greater Anglia is a client I’ve been proud to work with for 7+ years, and one that’s getting a lot right, it runs some of the most punctual trains in Britain. Bringing the account and the brilliant people who know it best to Pablo means there’s no reset and gives us the boost of Pablo’s extra creative muscle. Same understanding of the passenger and the business, boosted with fresh perspectives. As the railway moves towards Great British Railways, our job is to keep giving people good reasons to choose the train.”
Pablo has built considerable momentum, growing a VCCP-like reputation for new business. Anglia’s former agency Atomic won’t be the only one to find today’s trading environment overly testing, creating more opportunities for the likes of Pablo.
