Melbourne, 9 October 2025 – The Transport Accident Commission (TAC) has appointed DDB Group Melbourne as its new lead creative services agency, concluding Clemenger BBDO’s decade-long partnership with the organisation. This appointment follows an open market procurement process initiated in October 2024, attracting strong interest and showcasing the depth of Victoria’s creative services sector.
The TAC has a long-standing commitment to road safety, aiming to prevent fatalities and serious injuries on Victorian roads. Central to this mission are evidence-based advertising campaigns that influence driver behaviour and promote safer choices.
By adopting a lead creative partner model, the TAC seeks to establish a strategic, collaborative relationship with a single agency to maximize campaign impact and deliver cohesive messaging across multiple channels and broader marketing 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.
“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.”
Sampson also acknowledged Clemenger BBDO for its decade of service:
“Clemenger BBDO has been a valued partner and should be proud of the contribution it has made to safer Victorian roads. We look forward to continuing a strong working relationship.”
“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 has been implemented to ensure continuity of campaigns during the handover to DDB Group Melbourne. The creative services contract remains non-exclusive, allowing the TAC to engage other agencies on the Victorian Government Marketing Services Register as needed.
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