London, 12th December 2025: Today, Transport for London (TfL) announced the re-appointment of VCCP as its lead Creative Agency of Record following a competitive review. The decision sees the challenger agency continue their nine year partnership, which began in 2016.
The re-appointment constitutes a two-year contract with an option for a further three years and solidifies VCCP’s role in delivering creative and strategic campaigns across all of TfL’s key priorities, including customer communication of safety messaging, mode shift, other behaviour change objectives, and the celebration of London’s diverse communities.
VCCP will be responsible for through-the-line marketing and behaviour change communications, including broadcast, print and OOH design, content creation, social media, direct, CRM and face-to-face marketing. The agency will be working on a range of projects, including a new campaign to increase usage and ridership of TfL’s public transport network. Navigating a media landscape, VCCP’s work with TfL will continue to deliver ideas and activations that populate culture, aiming to solve real problems, tap into genuine emotions and create work that entertains, educates, and engages.
VCCP has been instrumental in developing some of TfL’s most memorable and important campaigns over the past several years, leveraging the iconic visual language and heritage of the transport network. Recent work from VCCP includes powerful behaviour change campaigns ‘Act Like a Friend’ to help improve safety across the network as well as the iconic campaign to celebrate 25 Years of TfL, and award winning work such as “Fabric of London”. Most recently VCCP and their global content creation agency, Girl&Bear were awarded the Campaign Ad Net Zero Awards winners 2025 for Best Practice in Sustainable Ad Production.
Miranda Leedham, Marketing and Behaviour Change Manager at Transport for London said: “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.”
Adrian Coleman, Executive Chairman and Founding Partner, VCCP added: “To be re-appointed as TfL’s Agency of Record is a huge privilege and a testament to the strong relationship and groundbreaking 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. This re-appointment inspires us to deliver even more ambitious and effective campaigns in the future.”
