VCCP reappointed to lead TfL creative account

Transport for London has selected VCCP to manage its creative account following a competitive tender process. The appointment is structured as a five-year framework and continues a relationship that began in 2016.

Under the framework, VCCP will support Transport for London’s objectives around road safety, sustainable travel behaviour and revenue growth to help fund investment across the transport network.

The agency will build on previous campaigns developed for the organisation, including the Fabric of London animated installation at The Outernet, which drew on moquette design patterns to reflect the role of public transport in connecting London’s communities.

Creative remit and campaign focus

The work will span brand and behavioural change communications, with creativity positioned as a tool to encourage safer and more sustainable travel across the capital. Transport for London has indicated that the framework will allow for continuity while enabling further development of large-scale and experiential ideas.

Miranda Leedham, marketing and behaviour change manager, Transport for London: “We are pleased to be extending our successful partnership with VCCP. We’re looking forward to continuing to work together to deliver effective and award-winning campaigns that help Londoners make the most of life in London by travelling safely, sustainably and responsibly.”

Longstanding agency relationship

The reappointment marks the third time VCCP has successfully retained the account since its initial selection in 2016. The decision reflects Transport for London’s assessment of the agency’s performance across creative effectiveness and strategic delivery.

Adrian Coleman, executive chairman and founding partner, VCCP: “To be re-appointed as TfL's Agency of Record is a huge privilege and a testament to the strong relationship and ground breaking work we have developed together. TfL is a truly iconic brand, and we are proud to continue using creativity to help keep London moving, safe, and connected.”

Sustainability and production standards

Sustainability has also been a key area of collaboration between the two organisations. Transport for London and VCCP were recognised at the Campaign UK Ad Net Zero Awards for Best Practice in Sustainable Ad Production (UK).

The award acknowledged efforts to reduce carbon emissions across creative production and the supply chain. Over five years, average CO₂ emissions per production fell from 1.25 tonnes in 2019/20 to 0.17 tonnes in 2024/25, contributing to a wider target of a 60 percent reduction by 2031.

The framework will begin in December 2025 and run for five years.

www.tfl.gov.uk

www.vccp.com

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