Creative agency FCB Inferno has secured National Highways’ creative advertising account following a joint pitch with 23red, which has been retained as the government agency’s partnerships marketing lead.
The three-year contract will give FCB Inferno the responsibility for developing National Highways’ road safety creative strategies, through which they will target a varied audience of road users across a wide range of media.
National Highways triggered the pitch process at the outcome of its previous contract, the selected agencies will report National Highways head of marketing and events, Alison Holliday, who said:
“Our road safety campaigns are vital to provide drivers with important guidance to make journeys safer, easier, and more reliable. We look forward to working with FCB Inferno and 23red to develop effective and engaging content that will appeal to motorists and help build confidence when using England’s busiest roads.”
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The successful pitch marks FCB Inferno’s first new government business win since it was retained within the Crown Commercial Service’s advertising roster last autumn.
FCB Inferno CEO, Katy Wright added: “In spite of having one of the safest networks in the world, National Highways is committed to further reducing the number of injuries and incidents on England’s roads.
“Purpose-driven messaging that inspires positive behavioural change is an area FCB Inferno is truly passionate about, and this is a huge creative opportunity which can really make a difference.”
