The agency won the contract following an open market, two-stage tender process which began late last year. The new contract will begin on 1 July 2017.
WorkSafe’s Executive Director of External Affairs, Linda Timothy, congratulated McCann on its success.
“McCann has enormous experience and delivered an outstanding proposal,” Dr Timothy said. “We are confident that, together, we can create new ways to drive home the workplace safety message.”
McCann will be WorkSafe’s primary advertising agency until 2020, under a non-exclusive contract arrangement.
McCann managing director Adrian Mills said the agency was excited about the WorkSafe partnership and the challenges that lay ahead.
“In Victoria, WorkSafe and the idea of workplace safety are evolving. With evolution comes an opportunity to make an even greater contribution through use of brand and communication,” Mr Mills said.
“We deeply appreciate the opportunity to partner with the WorkSafe team on this journey and the responsibility that carries. We couldn’t be more excited."
Dr Timothy said a wide range of agencies had responded to the initial EOI, and a short list of selected agencies had impressed WorkSafe with the strength of their presentations during the pitch process.
Dr Timothy paid tribute to the work of the Shannon Company and Grey Advertising, which had worked closely with WorkSafe under its previous creative services arrangements.