TABOO takes lead as creative agency for Department of Transport and Planning
'Our mission is to help DTP create campaigns that not only inform but also inspire Victorians to connect and thrive in their communities.'
Melbourne-based independent agency TABOO has been appointed as the lead creative and activation agency for Victoria’s Department of Transport and Planning (DTP). The account was previously held by ClemengerBBDO Melbourne.
This announcement follows a highly competitive pitch process in September. TABOO will oversee creative and experiential campaigns, while Snack Drawer will manage digital and social media strategies, and Ethnolink will lead engagement with Culturally and Linguistically Diverse (CALD) communities. Together, these agencies form a powerhouse partnership aimed at enhancing public engagement across the state.
A vital role in connecting communities
The DTP plays a central role in the daily lives of Victorians, managing all public transport modalities, urban planning, and land use functions for both metropolitan and regional areas. From roads to public transport and the design of community precincts, its work shapes the way millions live, work, and travel. The Department’s mission, “Thriving Places and Connected Communities,” underscores its focus on fostering sustainable, vibrant, and accessible environments.
TABOO’s vision for creative impact
As the lead creative agency, TABOO will help DTP deliver on its six strategic priorities, which include sustainable urban development, integrated transport networks, and dynamic local precincts. Known for its culturally driven and behaviourally impactful approach, TABOO will work closely with DTP to create communications that resonate with Victoria’s diverse population.
TABOO managing director, James Mackinnon, said:
“From the moment we met Carla and her team, we felt a synergy that truly inspired us. Having worked with TAC for nearly a decade, our team has a passion for road safety and for using creativity to help Victorians travel—and connect with one another—better. We are honoured and excited to be entrusted with this responsibility to help DTP create a thriving, connected Victoria.”
A collaborative approach
This two-year engagement, which began in October, marks a new chapter for DTP’s communications. The partnership will see TABOO collaborate with Snack Drawer and Ethnolink to ensure a multi-faceted strategy that reflects the diversity and dynamism of Victoria’s communities.
