Transport for London has selected marketing and creative agency VCCP to manage its creative account, following a competitive tender process, which will see the agency handed another five-year contract.
The agency was first appointed in 2016, and this is the third time it has bid successfully. TfL has briefed the business to continue making London a safer city, encourage more sustainable travel in the capital and support revenue growth to invest in the transport network.
VCCP will aim to build on a number of creative successes in recent years – including campaigns such as the Fabric of London animated tapestry at The Outernet, which celebrated London’s communities in designs inspired by TfL’s moquette patterns, and reflected the vital role TfL plays in bringing people from all backgrounds together.
More recently it launched a major new road safety campaign, designed to change driver behaviour and prevent further deaths and serious injuries of riders on the capital’s roads under the strapline “Take Another Look, Not a Life”.
Meanwhile, in October TfL unveiled an initiative that aims to empower passengers to safely intervene when they witness hate crime, sexual harassment or offences on the network, while reinforcing the message that criminal behaviour has serious consequences. “Act Like a Friend” was devised with VCCP and WPP Media’s Wavemaker team, which developed the strategy and media planning.
TfL marketing and behaviour change manager Miranda Leedham said: “We are pleased to be extending our successful partnership with VCCP. We’re looking forward to continuing to work together to deliver effective and award-winning campaigns that help Londoners make the most of life in London by travelling safely, sustainably and responsibly.
“I’d like to thank VCCP and all the companies who bid for the contract.”
VCCP executive chairman and founding partner Adrian Coleman added: “To be re-appointed as TfL’s Agency of Record is a huge privilege and a testament to the strong relationship and groundbreaking work we have developed together. TfL is a truly iconic brand, and we are proud to continue using creativity to help keep London moving, safe, and connected. This reappointment inspires us to deliver even more ambitious and effective campaigns in the future.”
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