Stagecoach appoints Bountiful Cow as strategic media partner following six-way competitive pitch

Stagecoach, the UK’s largest bus and coach operator, today announced the appointment of Bountiful Cow, part of the7stars media group, as its new strategic media planning and buying agency.

The appointment follows a competitive pitch process involving six agencies, including the incumbent. Bountiful Cow has been retained for an initial three-year term and will serve as Stagecoach’s strategic media partner, focusing on delivering strong strategic input, innovative solutions across multimedia campaigns, and driving targeted results that align with the company’s core strategic growth objectives across both national and local markets.

Emma Lowe, Head of UK Marketing at Stagecoach, said: 

“We’re thrilled to welcome Bountiful Cow to the Stagecoach team. The agency demonstrated a potent mix of commercial acumen and creative passion for the sector. We were specifically looking for a partner who could provide incisive strategic thought leadership while delivering innovative, highly targeted campaigns that resonate with our local communities. Bountiful Cow showed they are perfectly aligned with our customer and purpose-driven focus, making them the clear choice to help us accelerate our strategic growth over the next three years.”

Adam Foley, CEO of Bountiful Cow, added:

“Stagecoach buses were a lifeline for me growing up in Devon. As an agency, we understand how important they are to people and communities across the UK. We share a vision with the team at Stagecoach to restate the vital role of the bus in British life.”

Bountiful Cow secured the contract by consistently demonstrating a high level of expertise and cultural fit throughout the multi-stage pitch process. The selection was based on the following key strengths:

• Passion for public transport: The team showcased a genuine enthusiasm for buses and a strong belief in their essential role within local communities, demonstrating a commitment that goes beyond standard media delivery.
• Strategic thought leadership: Stage two presentations featured clear, relevant strategic planning rooted in a strong understanding of the market context and Stagecoach’s business challenges.
• Media expertise and innovation: Bountiful Cow displayed deep media knowledge across strategy, innovation, buying, and analytics, effectively balancing creativity with commercial thinking.
• Customer & purpose-driven ideas: Their proposals were grounded in a real customer-first approach, amplifying local relevance while maintaining commercial focus.
• Agency culture & fit: Despite being part of a larger group, Bountiful Cow provided a hands-on, mid-sized agency feel—collaborative, down-to-earth, and engaged at all levels. Furthermore, their transparent, honest ethos and willingness to challenge constructively aligned perfectly with the innovative, straightforward approach Stagecoach brings to its marketing.
• Strong, cohesive team: The agency’s team dynamics stood out, showcasing an inclusive and resilient, well-integrated approach to client service.

The agency will begin work immediately on getting to know all things Stagecoach and developing a focused strategic approach to its media campaigns.