The Transport Accident Commission (TAC) has appointed DDB Group Melbourne as its lead creative services agency. This decision follows an open market procurement process initiated in October 2024.

The appointment of DDB Group Melbourne marks a shift from the TAC's current lead creative services agency, Clemenger BBDO, which has been in partnership with the TAC for the past decade. The new contract with DDB is non-exclusive, allowing the TAC to engage other providers from the Victorian Government Marketing Services Register as needed.

The TAC aims to prevent road accidents and promote road safety through evidence-based advertising campaigns. Jacqui Sampson, TAC Head of Community, emphasised the importance of public education in road safety initiatives.

"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 stated.

The TAC's strategy involves developing a strategic, collaborative relationship with a single agency to maximise the impact of its campaigns.

"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," Sampson said.

Acknowledging the efforts of all agencies involved in the tender process, Sampson added, "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 recognised the contributions of Clemenger BBDO, saying, "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, highlighted the TAC's longstanding commitment to using creativity to address social issues. "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," Napolitano said.

"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 during the changeover to DDB.