Australia – The Transport Accident Commission (TAC) has appointed DDB Group Melbourne as its new lead creative services agency following an open market procurement process.
The appointment comes after a procurement process that began in October 2024 and attracted a large number of expressions of interest, according to the TAC. The organisation said the process reflected the strength of Victoria’s creative services sector.
The TAC said it uses evidence-based advertising campaigns to influence driver behaviour and promote road safety, aiming to reduce fatalities and serious injuries on Victorian roads. The new partnership model, it said, will allow closer collaboration with a single agency to deliver consistent messaging and maximise the impact of its campaigns.
TAC Head of Community, Jacqui Sampson, said the tender process “demonstrated the best of Victoria’s creative thinking and insights.”
“Public education plays a critical role in the prevention of road trauma and complements the many safety infrastructure and enforcement investments made as part of our holistic commitment to creating a safe transport system for Victorians,” Sampson said.
“The TAC is known for producing powerful marketing campaigns that drive meaningful action and support improved road safety outcomes. We look forward to taking these to the next level with DDB to shift mindsets, shape a culture grounded in road safety, and inspire lasting behavioural change in the interests of keeping everyone who travels on Victorian roads safe, ultimately to reduce lives lost and serious injuries on our roads.
“I would like to thank all of the agencies that submitted tenders, showcasing their respective support and interest in making a difference for such an important social cause that affects us all,” she said.
Sampson also acknowledged Clemenger BBDO, the TAC’s outgoing lead creative services agency, after a decade-long partnership.
“Clemenger BBDO has been a valued business partner and should be rightfully proud of the contribution it has made to making Victorian roads safer. We look forward to a continued strong working partnership,” she said.
Meanwhile, DDB Chief Executive Officer Mike Napolitano said the agency was pleased to take on the new role.
“For decades, the TAC has used creativity to help solve some of Victoria’s most important social issues. The work it has put into the community has sparked discussion, shaped opinion and changed behaviour for the better.
“We can’t wait to partner with the team at the TAC to continue this legacy of purpose-led, behaviour change work.”
The TAC said a transition plan has been established to ensure continuity of campaigns during the handover period. The creative services contract remains non-exclusive, allowing the TAC to engage other providers from the Victorian Government Marketing Services Register as required.
