VML nabs Linkt creative account

VML has been appointed as the creative agency of record for Linkt, Transurban's customer retail brand in Australia.

The creative agency will work with Transurban to enhance awareness, comprehension, and customer advocacy, highlighting the significant benefits Linkt provides to drivers.

"We're excited to partner with VML to establish a brand platform for Linkt that will showcase the value Linkt brings to our customers," Chris Jackson, general manager of customer experience and operations at Transurban, said.

VML’s commitment to customer-centric communication

Sarah Bailey, managing director of VML Melbourne and Sydney, added: "VML is excited to partner with Transurban and communicate the true value Linkt offers its customers. Our aim is to showcase how Linkt's products and services can enhance travel experiences, transforming indifference into advocacy."

This win for VML comes after its 13-year hold of The Lottery Corporation's creative account was handed over to Special following a competitive closed review of its creative agency arrangements managed by TrinityP3.

Ben Johnson, The Lottery Corporation’s general manager of marketing, said his team was excited to explore new opportunities and innovative marketing solutions with Special Group.

“What truly set them apart was their culture of kindness, honesty, and simplicity – values that align with The Lottery Corporation. In addition, their ability to tap into world-class strategic and creative talent, unrestricted by geography, offers a unique advantage," he said.

A strong partnership with VML over 13 years

Johnson also thanked incumbent VML for the strong partnership that had helped evolve and elevate The Lottery Corporation’s portfolio of brands, such as The Lott, Keno, Powerball and Oz Lotto.

“Over the past thirteen years, our businesses have grown and evolved together, forging a partnership that has contributed to the success of our brands. Thirteen years is an outstanding achievement, of which we are very proud. We have loved working with the VML team and wish them every success in the future,” he said.

See also: Special appointed The Lottery Corporation’s creative agency of record