FCB Inferno Wins Creative Brief for National Highways in Joint Pitch with 23red

National Highways, the Government-owned company which operates and maintains England’s motorways and major A-roads, has named FCB Inferno as its lead creative advertising agency and retained 23red for partnership marketing, following a joint pitch by the agencies.

The contract runs for three years and will see FCB Inferno develop National Highways’ road safety creative strategies, targeting a varied audience of road users – from motorcyclists and commuters to motorists heading off on their family holidays and HGV drivers – across the full range of media.

It is FCB Inferno’s first government new business win since it was reappointed to Crown Commercial Service’s advertising roster last autumn.

The statutory pitch was triggered following the conclusion of National Highways previous contract. The process was run in house and the agencies will report to Alison Holliday, Head of Marketing & Events at National Highways.

Holliday 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.”

Katy Wright, CEO, FCB Inferno, said: “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.”

Jane Asscher, CEO and Founder of 23red said: ‘We’re delighted to continue working with National Highways and support them in making the road network safer for all by developing strategic partnerships that can help to change behaviour.’