The company, which spends most of its £5m annual marketing budget on public-safety campaigns, has appointed M&C Saatchi to handle its entire advertising business as part of the efficiency drive.
Network Rail has previously used multiple agencies, including Golley Slater, Clinic and Iris. The review was overseen by the body's head of marketing services, Mark Shaoul.
Last June, Network Rail launched a £2.4m campaign to promote the completion of its £9bn upgrade of the West Coast main line, which runs between London and Glasgow. The activity was created by Iris.
Last month, Network Rail launched a rare tactical push featuring a full-page print ad aimed at discouraging strike action by the Rail Maritime and Transport (RMT) and the Transport Salaried Staffs Association (TSSA) unions.
The ad took the form of an open letter from Network Rail chief executive Iain Coucher, calling on RMT leader Bob Crow to ‘talk sensibly' about changes to working conditions. The four-day strike was subsequently blocked by the courts, because of irregularities in the strike ballot.
The company is reviewing its £100m rail-side media contract, after the most recent incumbent, Titan Outdoor, went into administration.
Network Rail has operated the UK's rail infrastructure since 2002.
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