Victoria’s Transport Accident Commission takes creative account to tender
The Victorian Transport Accident Commission (TAC) has taken its creative account to tender, beginning with an expression of interest process which opened on Friday.
Seeking a Victorian-based agency, the TAC is looking for a lead agency for full-service advertising, including strategy, creative development, and production.
It is looking for a partner who can support its road safety and behavioural change campaigns, and engage the Victorian community.
The TAC has worked with creative agency Clemenger BBDO Melbourne since 2013, when it first won the creative account, but was under a non-exclusive agreement that allowed the commission to collaborate with other specialist comms experts. The agency retained the creative account in 2019.
In its last tender – which was in 2020 – the TAC sought out a panel of agencies across creative and advertising, PR, website content and design, and experiential, rather than one lead agency. Since then, the commission has engaged other various agencies including alt/shift/, Bolster and TABOO.
TAC’s head of community, Jacqui Sampson, said the commission’s “clear, impactful and memorable” campaigns played a vital role in the Victorian Government’s target of halving road deaths by 2023, and eliminating road deaths by 2050.
“Behaviour is a significant contributor to fatal and serious injury crashes on Victorian roads, which is why it’s critical for the TAC to educate and engage with the community through compelling road safety campaigns,” said Sampson.
“This competitive tender will ensure our campaigns continue to draw on Victoria’s best creative thinking and insights.”
The procurement-led tender will be overseen by an independent probity advisor.
The TAC said it will not be providing further comment until the process is complete.
The EOI period will close on October 18 at 2pm. Interested agencies can see more here.
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Have your say