TAC hires DDB Melbourne as lead creative services agency

October 8, 2025 11:18

DDB Melbourne and TAC is the newest agency/client partnership in adland

The Victorian Transport Accident Commission (TAC) has picked up DDB Group Melbourne as its lead creative services agency, ending a procurement process that started in October 2024.

TAC and DDB have said they will foster “a strategic, collaborative relationship” across all channels, communications and marketing assets.

At the same time, the contract is non-exclusive. This means that the road safety organisation will engage other creative businesses “on the Victorian Government Marketing Services Register as required”.

It’s the same arrangement TAC had with its creative services incumbent, Clemenger BBDO. The agency signed TAC as a client at the end of 2013, on a three-year contract. In 2019, Clems successfully retained TAC’s creative account, following a competitive tender process.

There will be a transition plan “to ensure continuity of campaigns while responsibilities move to the new agency”.

TAC’s head of community, Jacqui Sampson, praised Clemenger and its contribution to her company’s work in promoting road safety in the southern state.

“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,” she said in a press release.

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In the same announcement, Sampson explained how public education is vital to raising awareness of road safety, and that TAC is looking forward to collaborating with DDB on its important work.

“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,” she said in the release.

“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.”

DDB’s chief executive officer Mike Napolitano also weighed in on the new partnership.

“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,” he said in the release.

“We can’t wait to partner with the team at the TAC to continue this legacy of purpose-led, behaviour change work.”

In other positive news for DDB Melbourne, last month its creative director, Rebecca Morriss, was shortlisted for the One Club for Creativity’s Next Creative Leaders 2025 competition.