Clemenger BBDO Melbourne has been appointed as the Victorian Government’s Department of Transport creative lead agency of record, taking on responsibility for brands including Public Transport Victoria, VicRoads and Regional Roads Victoria.
The appointment – understood to be taking over from VMLY&R – will see Clemenger BBDO Melbourne develop engaging communications to encourage commuters back onto all modes of public transport, manage road congestion and disruptions messaging and promote safety for all Victorians when traveling by road or public transport.
Department of Transport’s acting director of brand and marketing, Anne Stout, said, “We’re excited to be working with the team at Clemenger BBDO Melbourne. Throughout the pitch process, they demonstrated a clear understanding of the Department’s goal to provide simple, safe connected journeys that help people connect to life, and the creativity that will help us communicate that ambition.”
Clemenger BBDO Melbourne managing partner, Julian Bell, added, “The Department of Transport is more than the sum of its trains, trams, roads and ports. The network is ultimately about the people who use it, and we’re thrilled to be able to apply deep human insight and creativity to both rebuild confidence in our public transport system and help shape the way we’ll travel into the future.”