Credit: William Bout via Unsplash
DDB Melbourne has been appointed lead creative agency for the Transport Accident Commission (TAC), following a competitive tender process.
The appointment ends a decade-long relationship with Clemenger BBDO, which had held the account since 2014.
The tender began in October 2024 and attracted a high number of expressions of interest from agencies on the Victorian Government Marketing Services Register.
TAC campaigns focus on road safety and behaviour change.
The organisation will now move to a single-agency model for creative leadership, with the option to continue engaging additional agencies as needed.
TAC head of community Jacqui Sampson said public education remained central to the organisation’s mission.
“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.
“We look forward to taking these [campaigns] to the next level with DDB to shift mindsets, shape a culture grounded in road safety, and inspire lasting behavioural change.”
Sampson also thanked Clemenger BBDO for its decade of work.
“Clemenger BBDO has been a valued business partner and should be rightfully proud of the contribution it has made to making Victorian roads safer,” she said.
DDB CEO Mike Napolitano said the agency welcomed the opportunity to work on purpose-driven campaigns.
“For decades, the TAC has used creativity to help solve some of Victoria’s most important social issues,” Napolitano said.
“The work it has put into the community has sparked discussion, shaped opinion and changed behaviour for the better.”
A transition is underway to ensure continuity of current campaigns.
The contract is non-exclusive and allows the TAC to engage additional agencies if required.
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