Motor Accident Commission appoints agency panel of three following tender process

MAC & H GovtSA Logo_RGBSouth Australia’s Motor Accident Commission has appointed three Adelaide-based agencies to its creative services panel following a competitive tender process.

Cummins & Partners and KWP have been appointed to work with the organisation on key behavioural issues facing road safety, while innovation agency Fusion has been retained to continue work on key partnership activations.

KWP inherited the account after it acquired from incumbent agency Clemenger BBDO Adelaide in February this year. Clemenger had been MAC’s primary agency since 2007. 

“We are particularly proud of this win,” said KWP managing director John Baker. “The mandatory government tender review commenced at about the same time as the acquisition of Clemenger, so it is fantastic to maintain the continuity and long standing relationship that had been established in the previous nine or ten years.”

MAC CEO Aaron Chia said in a statement: “MAC is passionate about being a leader in road safety communications and we are committed to our charter to save lives and reduce serious injury.

“MAC’s award-winning campaign work over the years includes Creepers and Matemorphosis. We look forward to working with the best available talent in South Australia to continue to deliver innovative road safety campaigns that take fresh approaches to changing risky behaviour.”

For Cummins & Partners the immediate focus is on a new campaign addressing driver distraction.

Cummins & Partners managing director Bronwen Gwynn-Jones said: “We are proud and delighted to be working with Motor Accident Commission, who are acknowledged internationally as leaders in road safety initiatives. We are extremely excited to bring our talent and our strategic approach to the crucial task of making our roads safer in South Australia.

“We thoroughly enjoyed the pitch process, and are honoured to have such an esteemed brand join our agency.”

Miranda Ward


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