River-based transport operator Uber Boat by Thames Clippers has appointed Atomic London as its new lead creative agency at the conclusion of a competitive pitch process.

The move comes as the firm prepares to launch a new version of its app, with the agency set to develop an integrated campaign to help support take-up.

Atomic London’s remit for the new campaign will span creative and strategy, social strategy, content development and the identification of creators to help reach a core audience of riverside dwellers, commuters and occasional leisure travellers.

“Atomic brought us a compelling blend of strategic thinking and creative excellence. Their proven track record in helping scale and empower transport brands to drive their growth made them a natural choice for this brief,” said Adrian White, head of marketing and communications at Uber Boat by Thames Clipper.

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“They understood exactly what this new app means for our audience and how to bring it to life in a way that changes behaviour. We can’t wait to see the work launch.”

The work will look to shift perceptions among Londoners about Uber Boat, providing them with real-time “Where’s My Clipper?” location and capacity information that aims to reduce customer anxiety and boost commuter season ticket sales.

“This is an exciting win for us. Uber Boat by Thames Clippers is a brilliant brand with a clear mission, and we believe the new app has the potential to move the dial – especially for commuters looking for a more calming, reliable way to travel,” Atomic London CEO, Jon Goulding added.

“We’re looking forward to unleashing Uber Boat by Thames Clippers’ superpower through bold creative and social-first thinking, helping them realise their ambition to become the capital’s most loved transport service.”