Victoria’s Department of Transport and Planning (DTP) Appoints TABOO as Lead Creative Agency

Today, the Department of Transport and Planning (DTP) announced the appointment of Melbourne-based independent agency TABOO as its Lead Creative Agency and Activation Agency following a highly competitive pitch in September.

TABOO will oversee creative and experiential responsibilities, while Snack Drawer will lead digital and social media duties and Ethnolink will lead Culturally and Linguistically Diverse (CALD) community engagement —forming a dynamic partnership set to enhance public engagement for the Department.

DTP is responsible for all public transport modalities, planning, and land use functions across metropolitan and regional Victoria. From roads and public transport to the design and operation of community precincts, DTP’s work shapes the daily lives of millions, making communications a critical link in delivering real value and fostering connections with Victorians. The Department’s mission, Thriving Places and Connected Communities, is a commitment to building a sustainable, accessible, and vibrant state.

As Lead Creative Agency, TABOO will partner with DTP to deliver on its six strategic priorities, which include sustainable urban planning, integrated transport networks, and dynamic local precincts. With TABOO’s creative approach—grounded in cultural insight and behavioral impact—DTP will continue to evolve its communications strategy to support inclusive, sustainable, and better-connected communities across Victoria.

Says TABOO Managing Director James Mackinnon: “From the moment we met Carla and her team, we felt a synergy that truly inspired us. Having worked with TAC for nearly a decade, our team has a passion for road safety and for using creativity to help Victorians travel—and connect with one another—better. We are honored and excited to be entrusted with this responsibility to help DTP create a thriving, connected Victoria.”

The appointment spans an initial two-year engagement.