TAC appoints DDB Group Melbourne as new lead creative agency

The Transport Accident Commission (TAC) has appointed DDB Group Melbourne as its new lead creative services agency, ending Clemenger BBDO’s 10-year partnership with the organisation. The appointment follows an open market procurement process that began in October 2024, attracting a high volume of expressions of interest and highlighting the depth of Victoria’s creative services sector.

The TAC has a long and proud history of promoting road safety and influencing behaviour change with the aim of preventing the loss of life and serious injuries on roads. One of the primary ways TAC delivers on its mission is through evidence-based advertising campaigns that influence driver behaviour and support safer choices on our roads.

A lead creative partner approach allows the TAC to develop a strategic, collaborative relationship with a single agency to maximise campaign impact through cohesive coordination of messages across channels and broader marketing and communications initiatives.

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.

“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.”

Sampson also thanked and paid tribute to Clemenger BBDO, the TAC’s current lead creative services agency, with whom the business has held a strong partnership over the past 10 years: “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.”

Mike Napolitano, DDB Chief Executive Officer, said the agency was thrilled to be appointed as the TAC’s new lead creative partner: “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.”

A transition plan is in place to ensure continuity of campaigns while responsibilities move to the new agency.

In keeping with past practice, the creative services contract is non-exclusive and will allow the TAC to continue to use other creative services providers on the Victorian Government Marketing Services Register as required.