DDB Group Melbourne has become lead creative agency for  Transport Accident Commission, following an open market procurement process, with TBWA and Clemenger BBDO, the incumbent agency for the last ten years.

The process began in October 2024 with a high volume of expressions of interest received. The TAC has a long history of strong campaigns that influence driver behaviour and support safer choices on the road to prevent preventing the loss of life and serious injuries on roads, including Meet Graham, that won a Black Pencil and five Yellow Pencils at D&AD in 2017 as well as 2 Grands Prix and 29 Lions at Cannes Lions.

TAC head of community, Jacqui Sampson, commented, “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.

Mike Napolitano, DDB chief executive officer, stated, “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.