Waka Kotahi NZ Transport Agency appoints FCB and MBM as agency partners; ends long-term partnership with Clemenger BBDO and OMD

Waka Kotahi NZ Transport Agency has announced the appointment of FCB New Zealand as its strategic creative agency and MBM as its strategic media agency. Working with Waka Kotahi they will develop and deliver New Zealand’s national road safety advertising programme.

Both appointments take effect from 1 July 2022.

Waka Kotahi senior manager education and marketing Lauren Cooke says, through a robust and competitive procurement process both FCB and MBM demonstrated they have the experience, expertise and vision Waka Kotahi is looking for to evolve and build on the success of the road safety advertising programme.

FCB has a strong track record of delivering effective social marketing campaigns, including the recent development and delivery of the public information and education campaign to raise awareness and understanding of Road to Zero and its system approach to injury prevention.

Says Cooke: “The panel was impressed with the exceptional strategic and creative thinking that FCB demonstrated and we are excited to get to work with the team to tackle this incredibly important mahi for Aotearoa.”

Cooke says MBM is similarly well-placed to partner with Waka Kotahi and FCB on media, having a proven track record of delivering media strategies, approaches and tactics to help brands and organisations across commercial and government clients reach audiences in a targeted and meaningful way: “The panel was impressed with MBM’s deep knowledge and understanding of New Zealand audiences and the ever changing and complex media landscape, as well as the team’s strategic thinking and use of innovative channels and platforms.

“Waka Kotahi would also like to acknowledge the significant contribution that their incumbent agencies Clemenger BBDO and OMD have made over the last two decades to improvements in road safety and road user behaviour in New Zealand.

Cooke says the work of Clemenger BBDO and OMD has supported the significant shift in attitudes and behaviour of New Zealanders around critical road safety issues such as impaired driving, fatigue, speeding and the wearing of safety belts: “Waka Kotahi thanks both agencies for the huge contribution they have made towards the ongoing effort to reduce deaths and serious injuries on New Zealand roads.”

Says Sean Keaney, FCB managing director Wellington: “We are extremely excited about our appointment and feel very privileged to be entrusted with this vital Kaupapa, acknowledging that we have a hard act to follow with the legacy of outstanding work Clemengers has created over many years. We’re also looking forward to working with the team at MBM to help realise the Road to Zero vision with Waka Kotahi.”

MBM managing director Wellington Annabelle Wilkinson says the MBM team are over the moon to be awarded the Waka Kotahi account: “We are proud of the work we produced during the pitch process and we’re looking forward to getting under way. It’s very exciting to be working alongside the creative team at FCB. Clemenger BBDO and OMD have produced some outstanding work over the years which MBM, together with FCB and Waka Kotahi, will build on.”

Road safety advertising and education plays a key role in supporting Police enforcement efforts and other components of the Road to Zero strategy, which aims to reduce deaths and serious injuries from road crashes in New Zealand by 40% by the year 2030, compared with 2018 levels.