No changing lanes for Road Safety Authority

Irish International has retained the Road Safety Authority (RSA) creative account with MediaVest retaining the media side of the business.

It followed a five-way pitch with Cawley Nea/TBWA, Publicis, Target McConnells and DDFH&B vying for the business on the creative side and MediaVest, Carat, Initiative, Mindshare and OMD pitching for the media side.


Shock and horror
The Irish International approach – the Sandymount agency has had the RSA business for three years – hasn't been the old-style shock and horror route, particularly in the TV treatments, instead opting for a more a rational adult-to-adult approach to encourage road safety.

Meanwhile, the Electric Ireland account is out for pitch – Irish International is the incumbent – and the shortlist, which will probably be made up of four agencies and the incumbent, is due to be announced shortly.

Bernice Harrison

Bernice Harrison

Bernice Harrison is an Irish Times journalist and cohost of In the News podcast