The creative agency Ogilvy It will be from now on the person in charge of the creativity of the General Directorate of Traffic (DGT), After being the winner of the advertising contest convened by the entity last September. Thus recovers the witness who yielded to Accenture Song At the end of 2022.

In this way, Ogilvy will be responsible for the services for the realization of the Disclosure Campaign Campaign Plan, Internal Communication and Institutional Communication of the DGT for 2025-2026. The contract budget amounts to 1,400,000 euros for a period of twelve months, which can be extendable for three more years, which would place the amount at 5,600,000 euros.

Ogilvy is the agency that has taken the greatest score in the contest, in which they have also participated Apache Media, Bum Agency, Bap & Conde, Darwin, Ernest, Llyc, McCann, Mrs. Rushmore and Accenture Song, that has developed the advertising campaigns of the DGT during the last two years and that has obtained the second best score.

As can be seen in the specifications and documents collected on the public sector contracting platform, the award criteria have been distributed to the 70% for the creative proposal and 30% for the economic offer. The technical offer has been considered the global strategy and coherence with briefing, the adaptability of the message to the different targets, as well as the originality and impact capacity.

The projects that have had to present the agencies must have included proposals For a 30 -second television spot, radio wedge, digital media parts, campaign graphics. External action in paid media, campaign strategy in social networks and notoriety action with organic development in PR.

Ogilvy, who a few days ago experienced the departure of his president, Cristina Barbosa, recovers an account that held between 2020 and 2022. Before, McCann was in charge of developing the creative strategy of the DGT.