Wavemaker retains DfT media planning business

The Department for Transport (DfT) has reappointed WPP-owned agency Wavemaker to the media planning business for a fixed-term contract, following a competitive pitch process.

Wavemaker was selected for its expertise in media channel planning for Government departments that have driven positive behaviour change. The contract will run for three years, with the option to extend it further 12 months.

The agency, part of Group M, will continue its work on DfT’s behaviour change portfolio, including the THINK! road safety campaign, which aims to reduce the number of people killed and seriously injured on the road.

Department of Transport head of marketing Dawn Lauder said: “Wavemaker’s considerable expertise in delivering behaviour change campaigns, agility to support across our portfolio and ability to draw from a broad range of talent and specialist resource makes them a great fit for us.

“We are looking forward to seeing what we can continue to achieve and together are committed to efficient, targeted and innovative media solutions, delivering impact to those that matter most and taking our communications to the next level.”

Wavemaker UK client managing director Carol Middleton added: “We recognise what a privilege and opportunity it is to continue working with DfT on ‘THINK!’. It’s an iconic and recognisable campaign that has been designed to keep people safe.

“When dealing with such a major issue, it’s important that the right strategy is in place to communicate how citizens can significantly reduce the potential risks on the roads.

“In other words, we take our part extremely seriously and, as ever, will use all the tools at Wavemaker’s disposal to ensure that DfT delivers the ‘always on’ approach it needs. Reaching the audience with the relevant message at the relevant moment – and when it can make a real difference.”