Wavemaker Retains Department for Transport Media Planning Business

Wavemaker has retained the media planning business for the Department for Transport (DfT) on a 3+1 year fixed-term contract. It follows a competitive pitch process under the Campaign Solution 2 framework.

Wavemaker was selected for its proven expertise in media channel planning for government departments that have driven positive behaviour change.

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

Carol Middleton, client managing director, Wavemaker UK, said “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.”

Dawn Lauder, head of marketing, Department of Transport, added “We are excited to continue our partnership with Wavemaker. Their 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 resources makes them a great fit for us. We are looking forward to seeing what we can continue to achieve and together we are committed to efficient, targeted and innovative media solutions, delivering impact to those that matter most and taking our communications to the next level."