Australia – Marketing communications agency Clemenger BBDO in Melbourne has been appointed by the Victorian Government’s Department of Transport as its creative lead agency of record.
As part of the partnership, Clemenger BBDO Melbourne will be responsible for brands including Public Transport Victoria, VicRoads, and Regional Roads Victoria. Moreover, it will develop engaging communications to encourage commuters back onto all modes of public transport, manage road congestion and disruptions messaging, and promote safety for all Victorians when travelling by road or public transport.
Anne Stout, Department of Transport’s acting director of brand and marketing, said, “Throughout the pitch process, they demonstrated a clear understanding of the Department’s goal to provide simple, safe connected journeys that help people connect to life, and the creativity that will help us communicate that ambition.”
Meanwhile, Julian Bell, Clemenger BBDO Melbourne’s managing partner, said that the Department of Transport is more than the sum of its trains, trams, roads, and ports.
“The network is ultimately about the people who use it, and we’re thrilled to be able to apply deep human insight and creativity to both rebuild confidence in our public transport system and help shape the way we’ll travel into the future,” added Bell.
